BACKGROUND
Fortnum & Mason is a British icon. However, its buyers and suppliers knew little about its illustrious history, which led to a patchy product range and gave customers no clear reason to shop.

STRATEGY
WMH redefined Fortnum’s as ‘fabulous and meticulous’. This ambitious strategy injected the brand with all the elegance and theatre it deserved and restored its pre-eminence as a notable food store.

SOLUTION
WMH acted as creative directors of the store for three years and created a beautiful brand bible, telling the tale of the store’s impressive history. Three new packaging segmentations redefined the business, and the revised brand was relaunched across 3,000 lines, 30% greater efficiency across the design process was achieved. All of which gave the owners the confidence to invest £20m into store refurbishment.