Design Bridge and Partners, a global design agency under WPP, has collaborated with Fortnum & Mason to introduce their 2024 inclusive Valentine’s Range, Unleash the Love. The visual identity of the collection breaks away from the conventional Valentine’s Day gift-giving narrative. Instead, it promotes a design that highlights various forms of love, inspiring consumers to express their love to everyone they hold dear on Valentine’s Day.
The packaging design takes its cues from the eight different forms of love, as described in Greek Philosophy: deep love, friendship, sexual, people and planet, self-love, playful, long-standing and lust. To symbolize these diverse forms of love, Design Bridge and Partners have designed a canvas festooned with graffiti hearts and scattered symbols of love. This design aims to inspire consumers to spend time exploring the different kinds of love in their lives.
The design’s mark-making style brings a genuine and human element that resonates with the emotions in our most meaningful relationships. Diverging from the market trend of light-hearted Valentine’s Day messages, Fortnum & Mason has developed a range that touches the real essence of love.
The range reflects Fortnum’s unwavering commitment to creating special moments for all. Design Bridge and Partners have effectively incorporated the brand’s unique aesthetic into the design, a result of their collaboration spanning over a decade.
The Limited Edition Valentine’s Range, which includes items from Chocolate Selection Boxes to Hampers, is now available at Fortnum & Mason.
Hayley Barrett, Creative Director at Design Bridge and Partners, expressed her excitement over the opportunity to design the Valentine’s Range with Fortnum & Mason. She highlighted the design’s unique expression across all touchpoints in the store and its departure from the light-hearted path taken by competitors. Instead, they have chosen a more meaningful and inclusive narrative of love. She expressed pride in the final outcome, describing it as a truly iconic illustrative piece of art – bold and unexpected.
Yvonne Isherwood, Head of Product & Packaging Design at Fortnum & Mason, praised Design Bridge and Partners for their beautiful response to their brief to redefine the meaning of Valentine’s Day. She commended the design for its meaningfulness, inclusivity, and the unexpected joy brought by the graffiti style. She expressed delight with the resulting design.
