For more than 20 years, Harvey Nichols monochrome, photographic food packaging was the last word in style. Youthful, exciting and completely different from anything that had gone before, it became an immediate design icon, when it launched in 1994.
We have been asked to bid it a fond farewell and entirely reimagine food for Harvey Nichols. Our answer had to be new and groundbreaking, and, like the store itself, delight and appeal to a whole different generation of tastemakers and fashion mavens.
The work we have done for them brings fashion and food, the First and Fifth Floors much closer together. We have turned the products into a fearlessly stylish food collection that is inspirational, outstandingly relevant and drop-dead desirable.
Like a fashion collection, different ranges have a different feel, but they are united by a strong set of aesthetic elements: beautifully crafted graphics based on the HN monogram, luxury materials and mischievous tone of voice that sees teabags as ‘Must Have Bags’ and ginger shortbread as ‘Short and Ginger (But I love you)’.
The first range, biscuits and shortbreads launched in September 2018 and they have been followed ever since by a rolling programme of new product releases.
The new packs are flying off the shelves and the collection is well on its way to being a new icon of Harvey Nichols as the ultimate destination for fabulous foodie gift seekers.