Fortnum & Mason

We Make Joy

Dusting the cobwebs off Britain’s oldest grocer.

I led on Fortnum’s brand strategy for over 5 years at Otherway. 

A period in which the business saw profits quadruple. 

In the midst of difficult times for retail, we helped Fortnum & Mason not only survive, but thrive. 

Through a broad variety of brand-led initiatives, we doubled down on extraordinary food & drink, whilst also crucially expanding their relevance throughout the many seasonal opportunities. 

From refreshed packaging and joined up comms, to theatre in store and innovations in product experience, we significantly elevated the brand  across every touch point and narrowed the focus around a simple brand purpose - ‘We Make Joy’.