Birley Clubs owns five private clubs in London, most notably Annabel’s in Mayfair.
SUM was briefed by Annabel’s to create a set of designs that would be used in packaging a new collection of products available to the club’s members in time for Christmas 2021 and beyond.
Timed to coincide with the reveal of the wonderful new Xmas façade at Annabel’s Berkeley Square address, the new product range enables the club’s brand image to be ‘stretched’ into a number of new product areas.
The diverse collection includes silk robes, cashmere blankets, ornate napkin rings, and delicious Da Vittorio food hampers, each of which captures the sense of luxury and elegance that the club itself projects.
Projects of this kind reflect SUM’s wider philosophy around luxury branding, where heritage and contemporary relevance are carefully balanced through restraint.
Annabel’s is also a key example of our wider hospitality branding expertise, where identity is experienced not only in product but across service, space, and story.
For packaging, the underlying concept has been to capture the ambiance of the club through a unique design approach that would be appropriate for use across a variety of formats.
As part of its broad remit on the project, SUM managed the selection and briefing of print designer Lily Attwood, whose stunning portfolio also includes prints for Burberry and Versace.
The end-result is a set of stand-out packaging designs that truly captures the essence of Annabel’s and will delight its members as they receive their items from the new collection.
