SELFRIDGES

CHALLENGE

Historically Selfridges Food Hall had been a destination for food lovers, but was less well associated with the brand than fashion and beauty. This project brings flair to food, reflecting Selfridges’ core values: extraordinary, inspiring and captivating.
The design task was to create a strong brand identity and unify a diverse range of
packaging structures.

SOLUTION

Selfridges impressive history has inspired
an adventurous brand. Our design ensures Selfridges’ food credentials are foremost, avoiding uniformity and creating a lively, surprising and collectable range.
 A signature ‘S’ found in the archives unifies the range, and is presented in a contemporary, eclectic and tactile way. Minimal labels and splashes of bright yellow are tempered with silver, black and bronze. Products are celebrated as hero. Packaging cues nod to other categories: truffles nestle in a book, complete with Gordon Selfridge anecdotes on the inside cover. Yellow holly berries come out for Christmas, paying homage to the brand‘s famous colour. You are what you wear…