Following on from the re-design of the bedlinen and pillow packaging for Harrods, Knightsbridge, Paul Cartwright Branding was appointed to re-design the store’s duvet box packaging.
Moving on from the previous green and gold Harrods’ corporate colours, which gave the range a traditional and dated image, the new duvet boxes now feature sophisticated black and white, sophisticated duo-toned imagery.
The content of each kind of duvet, ranging from synthetic microfibre to top of the range Hungarian good down feathers, is depicted through the use of close-up stock photography. The free-flowing/organic imagery is offset against the strong use of the Harrods logo which sits front and centre on the duvet boxes.
An area for self-adhesive labels displaying the details of the duvet size and tog rating sits centred at the top of the front face of each duvet box allowing the box graphics to remain consistent and benefit from economies of scale in manufacture.
The Harrods logo ‘badge’ is placed centrally on every side of each duvet box, maintaining continuity with the bedlinen and pillow packaging.
