The Dieline Awards 2018 Outstanding Achievements: Fortnum & Mason Florentines
by Natalie Mouradian on 05/07/2018 | 3 Minute Read
To add excitement to its well-loved Italian Florentine biscuit range, Fortnum & Mason introduced six unexpected new flavours, with brightly coloured chocolate toppings to match. Our task was to create packaging that was just as distinctive.
Having redesigned other biscuits within the range, we returned to our vision of a Regency house, assigning each biscuit to a different room. In this instance, we felt the new-look Florentines should represent the dressing room, in particular 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. It was a massively disruptive influence that challenged conservative British attitudes – and we wanted our design to have the same effect.
Echoing this distinctive Italian fashion influence, we created a packaging collection that perfectly reflects a biscuit of two contrasting halves: a crunchy, nutty base and a silky smooth chocolate topping. The colour palette is bold and full of contrasts too, and again expresses the unique personality of each Florentine and the vibrancy of the new range as a whole.
Within this system of playful clashes we also included layers of detail that bring even more personality to the range. We’ve used foiling, metallic inks and different varnishes to make the packaging feel as tactile as the biscuits themselves. 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!
Agency: Design BridgeArt Director: Chloe TemplemanDesigners: Alice Douglas-Deane, Natalie BradburySenior Client Manager: Alice GossLocation: United Kingdom
The GRO Agency