Percy’s Luxury Collection
LAUNCHED 2017
From soft touch papers to gold foiling and spot UV, rigid boxes and mini bow ties, Percy’s was a brilliant chance to explore the creative freedom of luxury gifting. And let’s be honest… we all love a banging biscuit.
Branding
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Packaging Design
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Art Direction
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Brandbook/style guide
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NPD
Branding 〰️ Packaging Design 〰️ Art Direction 〰️ Brandbook/style guide 〰️ NPD
Project breakdown:
With industry creed related to the famous Fudge family, Percy’s were ready for a fresh and imaginative journey into luxury confectionary.
Spearheaded by a very creative chef with many a brilliant idea (as well as some seriously trendy tastebuds), Percy’s recruited the studio to reflect the new approach with an on-point sub-brand identity and high tier packaging.
Identifying the “Perfect Percy’s Lady’ through audits and research, the next step was to emphasize the unique beauty in the product itself. Whimsical titles, such as ‘Fanciful Thins’ and ‘Chandelier Creams’ worked with pretty pastels and geometric, ingredient-based illustrations to create a wonderful visual identity ready to grab the market - always with a hit of black from the Percy’s parent brand.
As the principal designer on this range of utterly spectacular biscuits, I created the Luxury Collection sub-brand, packaging graphics (working with our CAD designers on structure) and website aesthetic from original concept routes right through to pack production.
A glittering reception:
Packaging mockups were so well-received that both Selfridges and Harrods each insisted on immediate store exclusivity.
Percy’s Luxury Collection subsequently launched 4 subranges (16 products) with great success across the UK.