From:Packaging News

Fortnum & Mason has collaborated with brand design agency Design Bridge to create new packaging designs for a confectionery collection.

Taking inspiration from wildlife in an English country garden, Design Bridge created the nostalgic packaging designs which feature a ladybird, tortoise, frog and mice.

Each set of chocolate animals comes in its own box that is designed with collectability in mind. Design Bridge took inspiration from vintage matchboxes for their association with childhood play and the storing of keepsakes containing insects from around the garden.

As well as an illustrative sketch on each pack, sections including the matchbox top and strike board echo key features and shapes such as the spots of the ladybird, the spines of the hedgehog, or the holes in cheese made by mice.

An important part of the design was the copy and tone of voice on each pack as Caroline Slade, copywriter at Design Bridge explained: “As well as crafting new playful poems for each pack to tell the story of the individual animal, we gave each creature playful titles such as Lady Luck, Prince Charming and Double Trouble”.

While each design has its own distinct identity, Fortnum & Mason’s famous Eau de Nil colour is present throughout the range, anchoring the new designs in the Fortnum’s family.