Innovation meets traditional design

Steel is not only the traditional material associated with biscuit packaging, it ideally lends itself to the shapes and artwork envisaged by the designers. So when the team at Design Bridge was tasked with injecting fresh appeal into Fortnum & Mason’s iconic packaging for its county biscuits, turning to the tried and tested material was never in doubt.

The overarching aim of the project was to create a biscuit tin that was appealing and charming enough that people would want to keep it and reuse again and again.

They opted for a design that depicted quirky English folklore from the counties each biscuit originates – Cornwall, Lancashire, Yorkshire and Shropshire.

Inspired by old tapestries and woodcut prints, Design Bridge created an intricate illustration that brought together folk tales from the four English counties into a flowing composition which wrapped around the tin; each side telling a different story.

Design Bridge also created a special booklet to go inside the packaging, adding an extra layer of storytelling when consumers open their biscuit tin at home.

Steel’s smooth surface lends itself to a range of decorative techniques including moulding, embossing, debossing, printing, tactility and matt finishes.

The illustrated tin also has a new design that keeps biscuits fresher for longer, demonstrating steel’s capability for combining cutting-edge innovation with traditional design.

Finally, steel offers the added benefit that it is incredibly strong and durable; an essential quality for an item that is sure to be used for years to come.