FASH­ION FOR­WARD

Computer Arts - - SHOWCASE - RE­BRAND OF HAR­VEY NI­CHOLS FOOD COL­LEC­TION by Smith &+Vil­lage www.smithandvil­lage.com

Har­vey Ni­chols pre­sented cre­ative and strate­gic brand­ing part­ner­ship Smith &+Vil­lage with the for­mi­da­ble chal­lenge of re­design­ing the iconic pack­ag­ing for their own-la­bel food col­lec­tion, which had been un­touched since its launch in 1994.

Much like the store it­self, the new brand­ing is in­spired and led by the zeit­geist of fash­ion. Each piece is made from lux­ury ma­te­ri­als and there’s a tongue-in-cheek tone of voice and nam­ing strat­egy that in­cludes play­ful one-lin­ers such as ‘Short and Gin­ger (But I Still Love You)’ for gin­ger short­bread and ‘Must-have Bags’ for the range of teabags.

“The de­sign of the phys­i­cal pack­ag­ing has been ex­tremely im­por­tant in this project,” said De­brah Smith, cre­ative di­rec­tor at Smith&+Vil­lage. “None of it is throw-away, so the Har­vey Ni­chols brand can live on in peo­ple’s kitchens long af­ter the prod­uct is fin­ished.”

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