Ancient wisdom,
for modern problems

For this project, Fortnum & Mason partnered closely with Chelsea Physic Garden to refresh its wellness infusions range, drawing upon the power of plants to support mood and wellbeing.

The brief called for an approach that would simplify choice, feel emotionally resonant, and remain unmistakably Fortnum’s in tone.

Copy became a primary tool for achieving this shift. Each infusion was anchored in British folklore and superstition, referencing traditional uses of ingredients to frame contemporary emotional needs.

Across packaging, press advertising and the world-famous Piccadilly window display, short poetic verses were balanced with grounded explanatory copy, inviting belief without overstatement and bringing emotional clarity to a category often overcrowded with claims.