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).'