DBA Award 2015

PROJECT: FORTNUM & MASON TEAS
CLIENT: FORTNUM & MASON
DESIGN: DECIDE & PETER WINDETT ASSOCIATES

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”

Grant Marshall, Creative Director of DECIDE.

Posted by

Grant Marshall

Date

13th February 2015

Categories

https://t.co/YGFiPO6cPY DECIDE will be presenting at European Academy of Design ‘Design for Next’ Conference in Rom… https://t.co/cYOfhrDXD8
https://t.co/cgeHTOo7y6 DECIDE @wearedecide having serious fun on our 'Wear a Hat Day' in aid of Brain Tumour Resea… https://t.co/p4JC2u62D6
https://t.co/8hk6km2a5w DECIDE's Consumer Psych James has some serious fun in X-Factor style competition I'm a Scientist Get me out of here!