Across the Chatsworth garden, estate and parkland, ingredients are sourced for Chatsworth’s own-brand range of products. From honey to fruit, pork to botanicals, produce is reared and grown for customers to take home.

When on the shelves in Chatsworth’s shops, the items need to stand out amongst the other artisan products on sale. Our brand team refreshed the product packaging of hundreds of items – including food, confectionery, toiletries and gifting – working in collaboration with our interiors department to develop a consistent message that worked across the shop floor to the shelves. 

We wanted to create an authentic product range that caught the eye of some of Chatsworth's 600,000 annual visitors. Completed in 1708, Chatsworth House is rich in history and to reflect this on the packaging, we mined the Devonshire Collection archives for imagery and inspiration. 

Botanical and scientific drawings, and an original engraving of the house became the basis for many of the designs, and in blending them with contemporary colours we were able to encapsulate Chatsworth’s historic commitment to cultivation while appealing to a modern audience. 

Many products – if not grown on the estate – are influenced by Chatsworth. For example, the Zesty Lemon Biscuits take their name from the Imperial Lemon, a tree found in the great glasshouses at Chatsworth. Working closely with a copywriter, we drew out these important narratives in a simple and concise way, ensuring each product was rooted in the Chatsworth story. Local artisans and other British-based family businesses are responsible for crafting lots of the items and it was vital their businesses were also detailed, without detracting from the cohesion of the overarching brand. 

Chatsworth’s commitment to sustainability had to be clear at first glance, so wherever possible we chose uncoated paper and glass to make recycling possible. Labels were sourced from locations using little water, and – inside the boxes – foil packaging was replaced with recycled plastic.  

The final products feel intrinsically Chatsworth, while staying firmly rooted in the present. Our brand team paired nostalgia for artisan methods of the past with modern day design sensibilities to create a range that is immensely popular with Chatsworth visitors new and old.