Harvey Nichols food halls are renowned for the quality of their products and the cool wit of their packaging. So successful are they that they have a commercial life of their own, often attracting a completely different set of loyal customers to the rest of the store. From time to time, the six UK stores (London, Leeds, Birmingham, Manchester, Edinburgh and Dublin) and the four international stores (Riyadh, Hong Kong, Dubai and Istanbul) run special promotions to keep the food halls vital and lively and maintain their brand position.
Australia's increasing significance in the culinary world prompted the food buyers to seek out some interesting food and wine growers from the various regions of Australia to supply pilot products for the stores. Our task was to give the promotion high visibility and pitch the tone of it just right for the discerning Harvey Nichols customers.
The simple symbol was created first to give a clean and memorable identity which would create easy recognition from advertising to in-store application. This identity forms the visual basis of the campaign. The identity is supported by stories about the key regions in Australia. The campaign collateral consists of in-store brochures, product tagging, shelf identification, gondola ends, shop windows and outdoor advertising.