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 make Fortnum & Mason more relevant, to more people, more often.
Over the past 6 years, we have built a long term collaboration between Fortnum's in-house team and the multi-disciplinary skills across Otherway to help transform the brand.
From reinvigorating the brand purpose, setting a DTC driven marketing strategy and developing a new sustainability agenda to refreshing the packaging experience, creating digital first content 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.
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 proposition, developing a visual world based around an original 1950's F|M brand marque. Driving the four key pillars 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 created the Only Fortnum's campaign to share these stories with the world, featuring 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 year long partnership with the Sunday Times magazine, animated social campaigns and brought to life in the stores iconic windows.