Design Bridge and Kristjana Williams create festive Fortnum & Mason packaging

The consultancy and the illustrator have collaborated to design the packaging for Fortnum & Mason’s range of 107 Christmas products, using a square frame label surrounded by “eclectic” illustrations as the basic style.


Design Bridge has collaborated with illustrator Kristjana Williams to design the packaging for Fortnum & Mason’s Christmas range.

“Unite all 107 items”

The consultancy designed the packaging for the brand’s range of 107 Christmas products, with illustrations created by Williams. The design aims to “unite all items in the range” and also link up with in-store Christmas decorations.

The packaging is of the same style as the store’s 21 Christmas windows, which were also recently illustrated by Williams.

Design of the packaging includes a central square frame label, which is surrounded by Williams’ illustrations. This frame aims to represent a Christmas table covered with “a Christmas feast and all the trimmings”, says Chloe Templeman, design director at Design Bridge.

The square frame was also turned into a transparent window on some of the products to showcase the product within the packaging.

“No two frames are the same”

Templeman says: “Each frame is a lively assortment of illustrations including some of Fortnum’s favourite seasonal delicacies, fruits, berries and signature candlesticks and toy soldiers.”

Symbols from Christmas carol “The Twelve Days of Christmas” are also include as illustrations, as are birds, butterflies and woodland animals to add “charm and eclecticism” to the range.

Design Bridge created five frames with different illustrations to be used across the range. The images are interchangeable, so that “no two frames are the same across the 107 products”, says the consultancy.

A “flexible” design

Products in the range include biscuits, cranberry sauce, mince pies, Christmas crackers and 103 more. The consultancy says that there was a challenge in “coming up with a flexible design that could be used on everything”.

There was also a colour palette created specifically for the range, of red, gold and eau de Nil, a pale green colour.

The Christmas range of products is now available to buy in-store.


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