# Fashion-Forward Food Rebranding Initiatives Smith&+Village Gives Harvey Nichols a Stylish Makeover By Kalin Ned | Published 2018-10-31 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/rebranding-initiatives References: [smithandvillage](https://www.smithandvillage.com/harvey) & [harveynichols](https://www.harveynichols.com/) 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).' ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 54% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### What Makes This Trend Stand Out - **Fashion-forward Food Packaging:** Opportunity for creative agencies to incorporate cutting-edge fashion aesthetics into food packaging design. - **Unified Visual Identity:** Brands can create a stronger presence by unifying the visual identity of each product in their collection. - **Playful Brand Messaging:** Humorous and clever brand messaging can add personality and appeal to food packaging design. ### Sectors Adopting This - **Packaging Design:** Opportunity for creative agencies to disrupt traditional food packaging designs with high-end and fashion-driven aesthetics. - **Luxury Retail:** Luxury retailers can update their visual identity and product messaging to reflect current fashion trends and enhance their brand appeal. - **Food and Beverage:** Food and beverage companies can differentiate themselves from competitors by creating a unique and appealing visual identity for their products. ## Related on Trend Hunter - [Upgraded Brand Packaging Schemes](https://www.trendhunter.com/trends/higgidy.md) - [Vibrant Snack Packaging Designs](https://www.trendhunter.com/trends/cooper-street-snacks.md) - [High-End Gilded Spice Branding](https://www.trendhunter.com/trends/mccormick-gourmet-collection.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md) - [Rebranded Snack Packaging](https://www.trendhunter.com/trends/graze.md) - [Retro Snack Rebrands](https://www.trendhunter.com/trends/back-to-nature-1.md) - [Vibrant Organic Product Branding](https://www.trendhunter.com/trends/fruit-bliss.md) - [Nostalgic Classic Snacks](https://www.trendhunter.com/trends/classic-snacks.md) - [Transparency-Focused Rebranding Campaigns](https://www.trendhunter.com/trends/scotts-protein-ball.md)