Fortnum & Mason Transforming a British icon for the future.

We’ve had the privilege of working with Fortnum & Mason for over a decade, partnering with them across the entire business to drive their transformation. Our challenge was clear: to refresh the brand and ensure Fortnum's is more relevant, to more people, more often.

To guide this transformation, we introduced 'We Make Joy' as a strategic north star, a simple yet significant statement that has shaped every aspect of the brand’s reinvention. It’s a philosophy that encapsulates the optimism and craftsmanship that Fortnum’s represents, infusing everything from brand purpose to product development.

As we revitalised the brand for the future, we seized the opportunity to streamline and simplify its vast array of assets. We consolidated them into a cohesive set of brand tools, ensuring consistency across every touchpoint. A key part of this was the creation of a custom type family that captured Fortnum’s rich heritage while celebrating its quintessential British quirks. This bespoke typography sharpens the brand’s visual identity, elevating its aesthetic for greater clarity and impact.

We also introduced a new brand marque – a contemporary symbol of craftsmanship – which subtly honours the brand’s storied legacy while bringing a modern sensibility to the fore. The new mark embodies the intersection of heritage and innovation, perfectly in tune with Fortnum’s ambition to appeal to a new generation of customers.

Our work extends far beyond the visual identity. We have redefined the brand’s purpose, spearheaded the development of a new sustainability agenda, and redesigned the overall brand experience. We also created marketing campaigns that captured the spirit of the refreshed brand, and launched innovative products designed to resonate with today’s discerning consumers.

At every step, our ambition has been to build on Fortnum & Mason’s iconic heritage, while ensuring it speaks with contemporary relevance and connects with a broader, more modern audience.