After about 24 years of an untouched packaging aesthetic, luxe British department store Harvey Nichols taps into creative agency Smith&+Village for a rebranding initiative for the retailer's food collection.
Harnessing the high-end ambiance of its client, the design firm focuses on a gorgeous, glamorous and fashion-driven appearance. As the original Harvey Nichols food collection captured the luxurious sensibilities of the 1990s, the new identity needed to mirror the cutting-edge style movements of modern times.
During the extended rebranding initiative, Smith&+Village focused on creating a unique but unified visual identity for each product — from the high-end teas to the luxe biscuits. The food collections communicate a strong and dominant aesthetic that effortlessly captures attention. In addition, the playful attitude of the Harvey Nichols brand is wittingly communicated with tongue-and-cheek one-liners like 'Short and Ginger (But I Still Love You).'
Fashion-Forward Food Rebranding Initiatives
Smith&+Village Gives Harvey Nichols a Stylish Makeover
Trend Themes
1. Fashion-forward Food Packaging - Opportunity for creative agencies to incorporate cutting-edge fashion aesthetics into food packaging design.
2. Unified Visual Identity - Brands can create a stronger presence by unifying the visual identity of each product in their collection.
3. Playful Brand Messaging - Humorous and clever brand messaging can add personality and appeal to food packaging design.
Industry Implications
1. Packaging Design - Opportunity for creative agencies to disrupt traditional food packaging designs with high-end and fashion-driven aesthetics.
2. Luxury Retail - Luxury retailers can update their visual identity and product messaging to reflect current fashion trends and enhance their brand appeal.
3. Food and Beverage - Food and beverage companies can differentiate themselves from competitors by creating a unique and appealing visual identity for their products.