Fortnum & Mason’s ‘Our nuts are boring, they’re just not nutty enough’ campaign by Design Bridge and Partners won Gold in Design Packaging - 2D, at The Drum Awards, blending Victorian-era charm with whimsical storytelling to elevate its nut range and connect with modern, premium-quality shoppers.
Fortnum & Mason is a landmark British retail institution, synonymous with luxury hampers and fine food since the 18th century. Known for its eccentric British charm, the brand holds a special place in the cultural fabric of the UK—especially at Christmas, when gifting is both a tradition and a performance.
This project was created at a time when Fortnum’s sought to inject more personality into its nut range and connect with modern shoppers through storytelling & craft; 'Our nuts are boring, they’re just not nutty enough’.
The Victorian-era theme not only aligns with the brand’s heritage, but also taps into a wider cultural nostalgia for characterful, tactile design in an increasingly digital world. The use of animal nutcrackers draws on a peculiarly British sense of whimsy, while the high production values appeal to a market that values beauty, craft, and premium quality.
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The illustrations are full of storybook charm in classic lino cut style. A nutty off-white label contrasts the inky black illustrations, a single accent color brings the flavor to life with the prized nut highlighted in gold. Discoverable ingredient details have been carved into each animal inspired by the nutcracker emboss.
Beyond their visual charm, the characters provide a rich foundation for verbal storytelling, on-pack and in social. For this project, the copywriting plays a key role in infusing the range with personality, charm, and narrative cohesion. As well as their own original, limerick-style verse, each animal was given a name, voice, and purpose—on a shared mission to crack the finest nuts. Playful turns of phrase and rhythmic prose support the storybook tone of the illustrations. From on-pack storytelling to social captions, every word was crafted to celebrate eccentricity, elevate taste, and echo Fortnum’s unique voice. The result was copy that cracked with wit, deepened engagement, and helped transform snacks into a thoroughly charming storytelling experience.
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Design Bridge and Partners
Design Bridge is an award-winning brand design agency with Studios in London, Amsterdam, Singapore, Shanghai and New York.