A uniquely British tea ritual.
Intertype Studio were briefed by Fortnum and Mason to redesign the packaging for the biggest seller in their store – their selections of fine teas from around the world.
Our first step was to create a new structural innovation that uses cardboard engineering to remove the use of plastic from their pack, making the range simultaneously more premium and more sustainable.
Next, we created an illustrative design system that feels both bold and whimsical, focusing on one of the wonderful eccentricities of British life – the tea service tradition.
The packs show scenes of classic porcelain tea pots pouring a playful whirlwind of tea leaves into a fine China cup, as the explosions of classic patterns and flavour bust into life around the box.
Inside, the tea bags are held within recyclable paper envelopes and stored in smartly crafted cardboard compartments, inspired by the functionality of a regency house kitchen cabinet.
The result:
A more sustainable and impactful expression of the Brands unique heritage, inspiring shoppers from all over the world to indulge in the vibrant and flavourful world of Fortnum and Mason tea.
Source: Intertype Studio
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