ANNABEL’S

Leveraging the unique brand strength of London’s most elegant private members’ club

BRANDING & PACKAGING

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.

Luxurious bar at Annabel’s with a pink-lit marble counter, floral arrangements, and plush bar stools. The interior showcases opulence and sophisticated design, reflecting the elegance of London’s top private members’ club.
Elegant Annabel’s branded packaging featuring a vibrant floral pattern with a gold-embossed logo. This design exemplifies the high-end, luxurious branding synonymous with Annabel’s, London’s most distinguished private members’ club.
The opulent interior of Annabel’s, featuring an ornate ceiling, lush seating, and a pink marble bar. This luxurious setting exemplifies the sophisticated ambiance and high-end design of London’s most exclusive private members’ club.

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

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.

Annabel’s luxurious floral branded shopping bag with a gold-embossed logo and red ribbon handles. This elegant packaging design emphasises Annabel’s high-end and exclusive brand identity, reflecting its prestigious status as London’s premier private
The interior of an open Annabel’s gift box featuring a detailed floral design and gold-embossed logo. This luxurious packaging underscores Annabel’s high-end and exclusive brand identity, reflecting its prestigious reputation as London’s premier priv
Close-up of Annabel’s luxurious floral branded packaging with gold-embossed logo. This high-end design highlights the attention to detail and exclusivity associated with Annabel’s, London’s premier private members’ club.
Close-up of Annabel’s branded packaging, featuring an intricate floral design with vibrant colors. This luxurious box design underscores Annabel’s attention to detail and commitment to exclusivity, aligning with its status as a prestigious private me
Luxurious interior of Annabel’s, featuring opulent decor with gold accents, elaborate floral motifs, and elegant table settings. This design showcases Annabel’s reputation as a premier private members’ club in London, highlighting its exclusive and h
Annabel’s luxury packaging interior, showcasing intricate floral and leaf designs, exudes elegance and exclusivity.

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