Fortnum & Mason is the height of luxury for tea for two. We had to create an identity for St James’s Restaurant at Fortnum & Mason, reopening in 2007, in keeping with the brand feel of Fortnum’s high tea. The solution: The daytime nature of the restaurant is celebrated with an elegant yet simple brand marque reflecting a cake stand, created using hand-crafted calligraphy and placed on Fortnum’s signature eau de Nil colour.
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