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Fortnum & Mason Jubilee

Moving with majesty


For a long time, most of us couldn’t remember a time when Queen Elizabeth II didn’t sit on the throne. But after 70 years, how much did we really know about the woman who wore the crown?

Fortnum & Mason has served 12 kings and queens across three centuries – and has held an impressive string of Royal Warrants since 1910. So it had developed a pretty impeccable understanding of the Queen’s tastes. To mark the Platinum Jubilee, we created an identity that would celebrate the uniqueness of Her Majesty’s achievement. One that captured a legacy as large as the crown she wore, in the tiniest details across the Fortnum & Mason Platinum Jubilee Collection. Each offering an intimate glimpse into the life of Queen Elizabeth II.

Sector

  • Retail & Ecommerce

Expertise

  • Brand Strategy

  • Packaging Design

Fortnum’s has served 12 kings and queens across three centuries—and has held an impressive string of Royal Warrants since 1910. These signify a business that has been personally chosen by the Queen to supply her with goods and services.

As a regular supplier to the Royal Household, Fortnum’s has developed an impeccable understanding of the Queen’s tastes.

As the Jubilee approached, they required a design that respectfully captured – and celebrated – the uniqueness of Her Majesty’s achievement.

All about drawing people in to discover more, from the iconic store to the infamous hampers, Fortnum’s is a treasure trove to explore. And so must everything that carries the Fortnum’s name capture that Fortnum’s feeling of curation and selection, illustrated in the details. So, no matter what you pick up to purchase, you always take a piece of the experience home.

There’s a lily of the valley, plucked from her wedding bouquet. A champion horse, for her lifelong equine passion. There’s also, as you’d expect, a corgi. And as you might not, a cabbage.

The illustrations not only appear on Fortnum’s iconic range of staples and collectibles. They also live in Fortnum’s iconic window displays, alongside hand-crafted paper and glass sculptures.

In the end, the design represents more than just a date – but reveals instead the real woman behind the crown.