Spreading the word

The joy of details and why they're important.

I'm not a regular Fortnum & Mason customer, but sometimes, when I'm in London, I call in to enjoy the building and study the packaging! Whilst finishing off some lemon curd (from a Christmas hamper gift), I considered the latter and how powerful the small design details are.

Let's start at the top. The lid features a lovely informal reference to the lion and unicorn of the royal appointment crest, cursively flowing and half-hidden within a decorative swirl. The roundel also features a clock motif, likely based on the one outside the shop, or even just suggesting teatime.

Another beautiful detail is the cross-section of a lemon embossed into the glass on the bottom of the jar. Waiting to be discovered at some point whilst you are using the product.

Branding is more than just visual, though. Language is another equally important aspect of brand messaging. Some of it is front and centre, like the 'buttery, rounded and compulsively lemony' strapline (it was!) on the label. Other messages are to be discovered, like the uplifting 'Spread Joy' message, only seen when you take the lid off for the first time whilst your hot buttered toast is waiting for its topping.

These details are small conversations between a brand and its customers. Powerful connections that reference a brand's values and remind you of its qualities. It's implicit that if a brand gives this much thought to its packaging, it will take equal amounts of care with the product itself.

Strong branding is crucial in a crowded market and should be thickly spread.

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