Tuesday, 3 September 2013

Summer Brief - Person/Place: Fortnum & Mason (Graphic Design Research)

I feel as though it is important for me to be able to find out who has been involved over the years with the designing and branding of Fortnum & Mason. I feel as though because I can appreciate all of the intricate illustrative design that has gone into each of the products and their packaging, I will also benefit from having a range of graphic designers which I can refer back to for inspiration in the future.

I found this article online on a designer's website. I am not sure whether or not it is legitimate but I can't imagine it wouldn't be, as the website seems to have other professional examples of work on there too. This is an example of a design for Fortnum & Mason 'a number of years ago' and it is very different to the current branding they have today.

I then came across this article, which is very interesting and informative, as the marketing manager talks about the use of labels and how they use a variety of different graphic designers depending on the job. Explaining that they will always supply Fortnum & Mason with a variety of designs initially for them to choose from. 

I found the web designer who was asked to design the Fortnum & Mason website too.

This website illustrates some of the work they have done for Fortnum & Mason, portraying it in a very professional manner using a striking and memorable video.

I absolutely love how the following designs were inspired by Georgian design, a very inventive and meaningful link as well as being visually stunning! I would love to research further in to this and discover more.

Fortnum & Mason Plc: repackaging

Project requirements
For three centuries, luxury retailer Fortnum & Mason Plc has inspired Londoners and tourists with fabulous food and drink. The challenge, as part of their major store and brand refurbishment, was to design new range packaging with contemporary twists on Fortnum’s Georgian magnificence and finest food values.
Project approach
I set out by building a significant database of neoclassical architecture, art and design. Thereafter, working with a team of designers and illustrators we redesigned over 20 ranges. Each has a story to tell that links Georgian design and the food products themselves, which imparts integrity to the design as appropriate to the retailer’s brand values.
Services delivered
Range packaging redesign, structural packaging, illustration, photography, copywriting.
Project outcome
Over a period of 18 months and in a roster of three agencies alongside Pearlfisher and Williams Murray Hamm, my team and I re-designed over 20 ranges and 150 SKU’s. How fabulous!
“Richard showed us an excellent understanding of our brand together with some highly creative and well executed packaging design.” Yvonne Isherwood, Design and Retail Marketing Manager
Richs Kitchen Fortnum & Mason Image 1
The smoked salmon design, applied across three wallet sizes and various overlabels, was
inspired by wave and fish shapes in a neoclassical wall pattern. The architectural
reference came from Syon House – the London home of The Duke of Northumberland
that was designed by C18th architect, Robert Adam.
Richs Kitchen Fortnum & Mason Image 2
Richs Kitchen Fortnum & Mason Image 3
The regional cheese jar design was inspired by the intricate circular-shaped soffit patterns
that were used extensively on the ceilings of magnificent 18th Century houses.
Rather conveniently they also resemble rows of maturing cheese truckles as originally seen
at Neal’s Yard in Borough Market. An original soffit pattern was redrawn and colour
used inside the shape to differentiate products. Alongside the surface graphics
we designed the shape of the classic ceramic Stilton jars themselves.
Richs Kitchen Fortnum & Mason Image 4Richs Kitchen Fortnum & Mason Image 5Richs Kitchen Fortnum & Mason Image 6
The caviar label design was also inspired by ceiling patterns typical of the neoclassical style.
The shapes reflect the diamond-shaped armour scutes that run along the sides of the
body of the sturgeon.

Richs Kitchen Fortnum & Mason Image 7Richs Kitchen Fortnum & Mason Image 8
Have you ever sliced a pickled walnut in half?
If you do, you will find a pattern that remarkably resembles a wall pattern typical
of the Etruscan style and used extensively in the Period

Richs Kitchen Fortnum & Mason Image 9Richs Kitchen Fortnum & Mason Image 10
Inspired by the image of Eve picking fruit in the garden of Eden, for the range of fruits
in vinegar we sourced and re-drew some of Robert Adam’s original drawings of
a cheeky putti cherub plucking fruit.

Richs Kitchen Fortnum & Mason Image 10a
My design for the fiery Chinese stem ginger was inspired by a rather magnificent
beast that once sat aloft The House of Confucius in Kew Gardens.
Richs Kitchen Fortnum & Mason Image 11Richs Kitchen Fortnum & Mason Image 12
And, here’s a selection of the other ranges that we redesigned together with their
neoclassical and food reference in some instances…

Richs Kitchen Fortnum & Mason Image 14Richs Kitchen Fortnum & Mason Image 15
Here is the identity for various meats ranges. The head of a ram, or aegricanes, was frequently used as a motif in Neoclassical design and often combined with festoons draped from the horns. Based on one of Robert Adam’s original ram head motifs, I extended the idea across a herd of ‘farm’ animal icons and we re-drew each animal with
a distinctive and appropriate decorative feature.
Richs Kitchen Fortnum & Mason Image 16
Following the ram’s horn style, the stag’s horns were given a jewelled chandelier; the pig
was given a wreath of acorns – which they naturally feed on; the game bird was given
a head dress of wheat ears – this being their natural habitat and the bull was given
an ornamental nose ring – in real life the only way to control an unruly beast.
The identity has been used in across various products to differentiate product or usage.
Richs Kitchen Fortnum & Mason Image 17Richs Kitchen Fortnum & Mason Image 18Richs Kitchen Fortnum & Mason Image 19Richs Kitchen Fortnum & Mason Image 20

I came across another link online explaining about another designer they had used to help encourage more people to use their website. Below are all of the results listed which demonstrate the success of their work.


Our integrated campaigns for Fortnum’s have helped deliver the following results this year:
  • Established a social media presence which builds loyalty, drives engagement, handles customer queries and drives sales
  • Dramatically increased referrals to the Fortnum’s website from social media channels
  • Helped drive footfall to Fortnum & Mason’s London store during key periods and events
  • Significantly increased the volume of transactions from non-brand organic searches
  • Delivered an ROI of more than 20:1 during the 2011 Christmas PPC campaign
  • Helped to increase sales across the Fortnum’s range

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