Department store Harrods is to launch two umbrella brands, comprising a variety of luxury food products. The identity and packaging for the products – designed by Honey – is inspired by architectural features found in the store.
Harrods Food Hall Collection is a range of about 200 products, including premium teas (pictured), coffees and pantry goods, while Harrods Opulence Collection features an exclusive series of truffles, conserves and honeys.
‘The branding and packaging create a stunning visual impact and will inform our customers, expressing the rich history and provenance of the ranges,’ says Sarah Paskell, brand and packaging manager at Harrods.
Honey, which was appointed without a pitch, took inspiration from the building’s features such as the Art Deco sculptures, paintings and tiles of the Food Hall.
The branding features a label device, creating a ‘calm’ area for the iconic Harrods logo.
The Food Hall Collection uses a variety of illustration styles, while the Opulence Collection follows an Art Nouveau design of a Goddess plus jewels, flowers and swirls.