Biscuits are the perfect partner to a cup of tea - a pairing which got us thinking about beautifully decorated china tea sets, traditionally used to serve tea and biscuits. With the start of an idea, we scoured F&M's archives to find decorative ceramics and fine china from the Regency period when the store originates.

Referencing the Fortnum’s archives, architectural details of the Piccadilly store, and fine Georgian ceramics, we designed our very own decorative plate made up of carefully varied flowers and flourishes to incorporate in our new packaging design.

For that special twist of Fortnum's eccentric British personality we cropped and scaled our plate design in six unique ways and added six vibrant colours – one for each biscuit flavour.

The mix of striking metallic and non-metallic colours, applied in bold blocks that don’t always match up with the edges of the pattern, help give this collection its contemporary feel.

With meticulous detailing, we ensured that each section of the plate flows around each tin to form one seamlessly connected pattern, whilst a slightly worn treatment references well-loved ceramics used in many a teatime.

A de-bossed square in the middle of each design works as a consistent and calm focal point, whilst the bespoke lid – inspired by vintage tea caddies and biscuit tins – brings a consistent band of Fortnum & Mason’s signature 'Eau de Nil’ colour to the range.

Bold, whimsical and begging to be owned, the new Piccadilly biscuit tin design references the Georgian era of the store with a modern twist.

In celebration of the very Fortnum’s – and also very British – institution of having tea and biscuits, we established the new tagline, 'For extraordinary teatimes'. Sealed with a bespoke and elegantly graduated lid, the tins can now be stacked seamlessly on shelf, better accommodating how the biscuits are merchandised both in London and Fortnum & Mason’s outposts around the world.

The result feels so special and considered that people will want to show the tins off next to their finest china, rather than decanting the biscuits onto a plate. It's a collection that looks right at home in-store, and continues to tell the Fortnum’s story wherever in the world it goes.