The private-label food collection rebrand brings fashion back to food, with a collection that captures the stylish, irreverent and unique British style of luxury department store Harvey Nichols. Creative and strategic branding partnership Smith&+Village ( reassessed the desires of the store’s uber-stylish consumers and delivered a collection led by fashion as the London store itself, reinventing the food offering by putting the language of fashion at the heart of the rebrand.

Each individual range, from tea to biscuits, is given its own identity, but like a fashion collection, it is built up with lots of different elements, so that everything works together but does not look the same. The collection is unified by a strong tone of voice, luxury materials and a collection of newly crafted graphic patterns incorporating the Harvey Nichols ‘HN’ monogram. The success of the first range is evident with the patterns already appearing as touchpoints in other parts of the store. 

The fearless attitude and sharp wit of Harvey Nichols is communicated in a tongue-in-cheek naming strategy for the food products, incorporating one-liners such as ‘Short and Ginger (But I Still Love You)’ for ginger shortbread and ‘Must-have Bags’ for teabags. 

“In reimagining our much-loved food collection, Smith&+Village has delivered an inspirational concept that connects with our consumers on many levels. It’s inspirational, agile and outstandingly relevant, with a finish that encourages the consumer — or gift recipient — to keep each piece of packaging and reuse and rediscover it time and time again," said Shirley Aubrey, food development manager, Harvey Nichols.