Transforming the world's oldest start-up into a destination for tomorrow
“Otherway are true and essential partners to our business – bringing pace, smart thinking, and brilliant design to deliver outstanding results.”
Fortnum & Mason
Our challenge was to dust down the brand and make Fortnum & Mason more relevant, to more people, more often.
Over the past 8 years, we have built up a long term collaboration between Fortnum's in-house team and the multi-disciplinary skills across Otherway to help transform the business.
From reinvigorating the brand purpose, setting a DTC driven marketing strategy and developing a new sustainability agenda to redesigning the packaging experience, creating performance marketing campaigns and launching innovative new products - our ambition has been to build on the iconic heritage with a contemporary relevance, to appeal to a new generation.
As part of the brand development to bring more clarity and ownership to their assets, we reviewed what works hardest for them across store, print and digital. From better use of their key brand colour 'Eau de Nil', through to creating a new brand marque to bring a sign of contemporary craftsmanship back to the brand - a visual look was developed to create a brand that was truly home of the unique.
The new marque represents the values at the heart of Fortnum & Mason – extraordinary food, unforgettable experiences and exceptional service – transcending language and cultural barriers.
From being the world's first multi-channel retailer to sending hampers up Everest - innovation has always sat at the heart of the brand.
Following in this tradition we created and launched The Tea Post - a new tea tasting subscription service delivered through your letterbox every month, designed to connect Fortnum's with a younger audience of tea lovers worldwide.
With a multitude of changes and pledges being made across the business, we looked to bring these different social and sustainable projects to life in a compelling and meaningful way.
We went on to launch Fortnum's first sustainability and social strategy - Future Matters. Creating the naming and strategic proposition, designing a visual world based around an original 1950's F|M brand marque. Driving the four key pillars of sustainability across People, Product, Packaging and Planet.
To take Fortnum's out into the world to a wider audience, we went backwards to go forwards. Searching through the treasure chest of an archive we came across incredible stories.
We pitched the idea of the Only Fortnum's campaign to share these stories with the world. Going on to commission a mix of up-and-coming illustrators, accompanied by long-form copy recounting key moments from Fortnum & Mason’s history, as well as sharing some of the brands impressive recent innovations. Launched across a media partnership with the Sunday Times magazine, hard working animated paid social campaigns and brought to life in the stores iconic windows.