The consultancy was approached by Porkinson in July, having worked with it on a redesign in 2005.
The design features a prominent bow tie, which aims to embody fashion photographer Parkinson’s quintessentially English personality.
Daniela Nunzi-Mihranian, creative director at JKR, says, ‘The bow tie just really fitted – it delivers on the premium cues, and delivers great stand-out as well.
‘We really believe in the “brand first” philosophy. It just felt a bit eccentric and quirky, like Norman himself.’
JKR also wrote the on-pack copy, which tells the story of Norman Parkinson within gilt frames to reflect his ‘artistic, quirky’ nature, Nunzi-Mihranian says.
The new packaging will be rolled out across stores by the end of this week.