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.”