Paragon Print partnered with Popti Ltd and Cornish Charcuterie Ltd to deliver a premium bespoke packaging project for Fortnum & Mason’s Piccadilly flagship retail store and their sub-brands. This required exceptional attention to detail, specific brand colour matching, brand alignment, and production precision.
The Brief
The client required the development of x7 biscuit variations (SKUs), each with individual packaging trays, a larger selection box complete and menu card. All products were to be produced as white-label items under Fortnum & Mason branding, with extra care to be taken in maintaining the retailer’s renowned heritage and luxury aesthetic.
Adding complexity to the brief, two additional biscuit producers – Stockans of Stromness (oatcakes) and Belle & Wilde (gluten-free biscuits) were also involved. This meant that the final design and brand packaging had to accommodate multiple stakeholders, all while remaining visually and structurally consistent.
Fortnum & Mason’s internal design team provided final artwork for the packaging design; and we worked closely with their Brand Manager and Buyer for approving materials, pricing, and production schedules.
Our Approach
From the outset, the Paragon Print team worked extensively with all parties to deliver a bespoke packaging solution that aligned with both the client’s operational needs and the Fortnum & Mason’s premium brand expectations.
A significant focus of this project was the material selection. The client had opted for Munken Lynx Smooth by Fedrigoni. This is a high-end, uncoated paper not conventionally used as folding box board. Despite being less typical compared to many fit-for-purpose materials, the final choice ultimately reflected the brand’s commitment to a distinctive, tactile finish. As such, we were able to find a solution to support in the following ways:
• Produced multiple quotations to balance unit cost with brand aspirations
• Conducted extensive material testing
• Ensured structural integrity, despite the unconventional board choice
Challenges
Multiple stakeholders
This project required coordination across multiple stakeholders, effectively operating as if supporting four separate clients. This naturally extended timelines, particularly during the material selection phase. The packaging result clearly proved this was well worth it, however.
Signature colour matching
An additional complexity came from Fortnum & Mason’s strict brand requirements and precision colour matching. All clients require colour matching but the F&M’s signature Eau de Nil colour – a highly distinctive turquoise – had to be accurately reproduced across all packaging formats.
This involved:
• Rigorous colour testing on the selected material
• Approval processes with a third-party brand agency
• Adjustments to ensure colour consistency across substrates
• The specialist board also had to be manufactured to order, further impacting production lead times.
The Result
The final brand packaging successfully launched in-store, delivering a cohesive and premium presentation across all seven variations and the selection box.
Performance has been strong:
- Gluten-free biscuit lines have significantly exceeded forecast sales
- Early reorders have already been completed to meet ongoing demand
- Production is currently underway for the next five months of supply
The project’s success has led to:
- Planned refinements to packaging, including increased board thickness
- Further reprints scheduled for later this year and into next
Outcome
As a result of this bespoke packaging project, the client has since placed repeat orders, are planning further updated reprints this year, and are a continued collaborator. This indicates a high level of satisfaction and commercial success.
We’re proud to continue our collaboration and share this project, which demonstrates our ability to deliver complex bespoke packaging solutions for premium retail – balancing design ambition and luxury branding with manufacturing expertise.
If you’re looking for support with custom design and printing of brand packaging and bespoke packaging solutions, get in touch today and see how we can help. We have over 90 years working with brands of all sizes to make their print and packaging needs a reality.
