Peter Windett has been presented with a gold in the dba design effectiveness awards in recognition of the re-design of Fortnum & Mason’s iconic tea range.

The re-design, produced in collaboration with Decide, resulted in an average 103% increase in like for like sales.

The introduction of 10 Classic World Teas in a newly created caddy was a significant contributor to the sales uplift. The caddy is a small replica of the new display caddies now seen in all Fortnum’s Tea Counters.

The judges comments were: A compelling example of 360° design, beautiful packs, clear differentiation, easy to navigate."

dba Gold Award Winner 2015