Creative Director: Debrah Smith
Strategy Director: Richard Village
Location: United Kingdom
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Confectionery, Chocolate
Packaging Substrate / Materials: Cardboard
Printing Process: Digital Printing, Foil Stamping
Smith &+ Village’s designs for Harrods’ own brand confectionery are sitting pretty in the luxury store’s newly opened Chocolate Hall. The last of Harrods’ famed food halls to be revamped, it recognises the importance the building’s Grade I-listed status, while incorporating modern materials and technology.
Debrah Smith, Creative Director, Smith&+Village said: “We wanted the design to be a statement, a bold, undeniably modern take on the Harrods mark. Our packaging has to sit in Harrods Chocolate Hall, one of the world’s most iconic and historic rooms, full of complex pattern and decoration. I thought about how contemporary art pieces sit so magnificently in intricate baroque rooms, like Jeff Koons at the Palace of Versailles or Anish Kapoor at Chatsworth House. So I decided that bold and modern, with thick glossy inks, shots of neon and reflective foils was the way to go. It’s that mix of historic and contemporary that I find so inspiring and tried to capture in the chocolate ranges.”
As well as the chocolate coated fruit and nuts, the range includes single estate chocolate bars, truffles, Turkish delight and old fashioned sweetshop favourites like bonbons and sugared almonds. The ‘H’ monogram repeated in gold against a delicious colour palette becomes a kind of house check pattern, conveying the finesse of the treats within.