The Biscuitorium

01Challenge

Fortnum & Mason wanted to transform its biscuit area into an immersive, experimental destination. The aim was to move the category beyond a simple shop-shelf display. It needed a sense of theatre and ritual. That would spark discovery, storytelling and an interactive experience for customers.

02Insight

Fortnum's flagship store already has a famous clock on its façade. Turning it into a biscuit-clock emblem gave the new destination a mark that belongs to the store.

03Idea

The Biscuitorium. We named the destination, then built a visual system that stretches across a wide range of biscuits. Popped icing shapes and graphics bring a sense of play. A custom biscuit-clock emblem, inspired by the flagship store's façade clock, anchors it all. The system runs across physical packaging, in-store displays and digital media.

04What I did

I led the creative direction, from initial concept development to presenting to the client. I directed and designed the identity, the biscuit-clock emblem and the packaging range. I also art-directed the social and motion work, and carried the system into the in-store counters and displays.

05Craft & deliverables

• Destination name and visual identity system
• A biscuit-clock emblem inspired by the façade clock
• Packaging range with popped icing shapes and graphics
• Gift tins and in-store counters
• Digital media and film