Fortnum & Mason’s tea range – packaging design

The Fortnum & Mason Tea Range

A uniquely British tea tradition.

We were briefed by Fortnum & Mason to redesign the packaging for the biggest seller in their Piccadilly store: their selection of fine teas from around the world.

Our first step was to create a new structural innovation using clever cardboard engineering to remove plastic from the pack, making the range simultaneously more premium and more sustainable.

Next, we developed an illustrative design system that feels both bold and whimsical, inspired by one of the wonderful eccentricities of British life: the tradition of tea service.

The packs feature classic porcelain teapots pouring playful whirlwinds of tea leaves into fine china cups, while bursts of pattern and flavour come alive across each box.

Inside, the tea bags are housed in recyclable paper envelopes and neatly organised within crafted cardboard compartments, inspired by the functionality of a Regency-era kitchen cabinet.

The result?

A more sustainable and impactful expression of the brand’s unique heritage, inspiring shoppers from around the world to immerse themselves in the vibrant and flavourful world of Fortnum & Mason tea.