IDEA

The challenge was to create a design system capable of application across a huge range of products, diverse categories, and an array of materials and finishes – ensuring every individual item carried genuine gift-worthy status. The task tested the full range of Construct's packaging design team: From complex multi-category information systems to colour and quality matching across diverse production methodologies, sustainability planning, and the gigantic file sizes demanded by the intricacy of the illustrations. The vision Construct held onto throughout was one of impact: lust-worthy packaging illuminating the basement Food Hall with a rainbow cornucopia of exquisite product. A subtle shift away from traditional Harrods green and gold was achieved through layered metallics and the introduction of complementary green tones, delivering a modern desirability. New brand typefaces and an ingredients-inspired kaleidoscope of product-specific colour brought clarity to the complexity of the Timorous Beasties illustration commissioned by Harrods. The result is complexly beautiful and boldly simple.