Fortnum & Mason’s iconic handmade chocolate range was not reflective of the beautiful chocolates found within, making it at risk of being forgotten in an ever-changing and highly competitive luxury chocolate market. With flat sales, the design challenge was to transform the range to resonate with consumers again and to make Fortnum’s a chocolate destination once more.
Following the launch of the new packaging, which focused on the charm and originality of the Georgian period, there was 218% growth of chocolate units in the first seven months, whilst two years worth of packaging was used in just four months. 134% value growth was also achieved, which resulted in 155% profit growth. Increased footfall to the confectionary department resulted in delivering the strongest growth of any department in store, with a 21% uplift. Appealing to a younger demographic, the range also secured a host of first time mentions in younger media-outlets and enabled the creation of 16 new jobs.