DECIDE. are thrilled after receiving Gold for their Fortnum & Mason ‘iconic tea range’ packaging re-design at the DBA’s coveted Design Effectiveness Awards 2015. The ceremony took place at Tobacco Dock, London last night, with the aim of celebrating this years’ outstanding examples of effective design.
The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve. The re-design stimulated an average overall 103% increase in total like-for-like range volume sales.
The re-design addressed the naming hierarchy, the range architecture and the communication of choice through sub-range and individual blend differentiation – all wrapped up with exquisitely beautiful and desirable graphics featuring generous amounts of quintessentially Fortnum’s quirkiness, ornate decoration and attention to detail.
The result was an increase in the communication of brand ownership – demonstrating real authority in tea, as well as a huge uplift in store theatre and shop-ability through communication of range choice with colour, design and pack format.
“We designed the ranges to be visually engaging and highly tactile as this epitomises the luxuriousness and spirit of the brand, and allows customers from all over the world to take a little piece of Fortnum & Mason Piccadilly home with them,” says Grant Marshall, Creative Director of DECIDE.