Design Bridge Draws on Eclectic English Folklore to Reignite the Appeal of Fortnum and Mason Classic

Design Bridge Draws on Eclectic English Folklore to Reignite the Appeal of Fortnum & Mason Classic

Design Bridge has injected new appeal into Fortnum & Mason's classic County Biscuits, with packaging design that depicts quirky English folklore from the counties each biscuit originates from - Cornwall, Lancashire, Yorkshire, and Shropshire. It's the latest installment of Design Bridge's on-going work with Fortnum & Mason, which so far has included designs for confectionery, biscuits, honey, and the Christmas range.

"Our approach was to attract a new wave of customers by capturing their imagination through telling the unique stories and traditions associated with the biscuits - Cornish Fairing, Yorkshire Parkin, Lancashire Flip, Shrewsbury Biscuit - using vivid illustrations of ancient folklore and traditions associated with each of the four English counties they come from," commented ChloƩ Templeman, Creative Director from Design Bridge.

Inspired by old tapestries and woodcut prints, Design Bridge created an intricate illustration that brings together folk tales from four English counties. The flowing composition wraps around the tin, and each corner depicts a different county; the Cornish coastline drifts into Yorkshire farmland, the Lancashire plains roll into Shropshire hills. The addition of a bespoke illustrated decorative border, inspired by traditional serving plate patterns, subtly connects the product to Design Bridge's previous packaging for Fortnum & Mason's Piccadilly biscuits.

"We wanted to create a biscuit tin that was appealing and charming enough that people would want to keep it and reuse again and again," Templeman continued. "That's why we chose to combine traditional British woodcut with a tapestry of illustration that allows you to discover more every time you look at it."

The local folklore depicted in the illustration includes the tale of a mermaid's unrequited love for a Cornish sailor that ends in bitter revenge, the superstition of tolling the famous 'Black Tom' bell of Dewsbury in Yorkshire to ward off evil spirits at Christmastime, the ancient tradition of dressing wells with floral garlands in Lancashire, and the myth of a malevolent giant in Shrewsbury. Design Bridge also created a special booklet to go inside the tin. Using evocative language to bring the history and tradition of the folk tales to life, the booklet adds extra layers of delight, discovery, and storytelling when people open their biscuit tin at home.