The packaging designed by OTHERWAY for Fortnum & Mason‘s Christmas 2024 collection celebrates storytelling, brought to life through a luxurious Georgian-inspired palette. Vibrant hues and intricate hand-painted illustrations by Olaf Hajek showcase festive flora, fauna, and enchanting characters, adding depth and wonder to over 100 products.

The typography complements the narrative with an elegant yet contemporary touch, perfectly balancing Fortnum’s legacy with a sense of luxury. The patterned frames and whimsical designs embody the joy of togetherness, creating a magical visual identity for the ‘Tales of Christmas’ collection.