The Coffee Category at Fortnum & Mason was experiencing a decline, requiring a strategic redesign to resonate with a younger generation of discerning coffee lovers.
New suppliers and product was developed as part of the category relaunch. We divided the Coffee Category into three tiers, catering to different consumer preferences and expertise levels. The Everyday House Blends, including classics like the Piccadilly Blend and After Dinner Blend, formed the accessible tier. The Expert Single Origin Coffee catered to connoisseurs, while the Super Rare Extraordinary Collection appealed to the most discerning coffee drinkers.
The design concept brought Fortnum & Mason’s design approach to life across all three tiers. The result was a cohesive visual identity that maintained the brand’s essence while adapting to the diverse characteristics of each tier.
For the Everyday House Blends, playful illustrations by Franz Lang were commissioned to convey each blend’s unique story. These were complemented by a tasting grid system that showcased the expertise behind the product, providing customers with an immersive and educational experience.
We went above and beyond for the Single Origin Coffee tier, developing an innovative app that created taste profiles through a mathematical expression of colour. This not only produced unique pieces of art on the packaging but also elevated the overall flavour experience for consumers.
The Extraordinary Collection received a more tactile approach with British artist Sophie Hollington’s commissioned artworks. Animals and subtly embossed scenes inspired by provenance and production processes adorned the packaging, creating an exclusive visual narrative.
The redesign has put the coffee category at Fortnum & Mason back into growth, with sales ahead of expectation.
