Cannes Lions

Fortnum & Mason Florentines

DESIGN BRIDGE, London / FORTNUM & MASON / 2018

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Overview

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Credits

Overview

Description

Having redesigned other biscuits within the Fortnum’s range, we returned to our vision of a Regency house, assigning each biscuit to a different room. In this instance we felt that the new-look Florentines represented the dressing room, and the most daring fashion-forward pieces within the wardrobe.

Inspired by the biscuits’ Italian roots, we likened the vibrant new flavours and colours to the arrival of bold Italian fashion and textile design in London during the mid century.

Execution

Taking inspiration from the circular biscuit itself, each of the six packaging designs are the perfect combination of patterns and shapes, each inspired by the surprising new ingredients, such as raisins, pine nuts and pomegranate, mixed with swirls, waves, zig-zags and geometric forms. The colour palette is bold and full of contrasts, beautifully representing the vivid chocolate, which includes a bright yellow for the delicious rum, raisin and custard variety.

We’ve used foiling, metallic inks and different varnishes to make the packaging feel as tactile as the biscuits themselves. The circular window in the packaging allows people to peek at the product inside and echoes the biscuits’ shape, and even the barcode has been designed to look like a bite has been taken out of it. As everyone knows, the sign of a good Florentine is the mouth-watering ‘snap’ you get on first bite!

Outcome

Our bold textile-inspired design marks out these luxury Italian biscuits from other Florentines. The arrival of Italian fashion in Britain was a massively disruptive influence that challenged conservative British attitudes – an effect we wanted to recreate on the shelves of this very British store.

Bright, clashing textures, patterns and colours are underpinned by layers of detail, reflecting Fortnum's personality, the unique qualities of each Florentine, and the vibrancy of the new range as a whole.

The Florentines collection now looks right at home in-store, and continues to tell the Fortnum’s story wherever in the world it goes.

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