Derek&Eric designs brand identity for Flower & White’s The Glorious Mess
Derek&Eric embraces dessert folklore for new brand The Glorious Mess
London studio Derek&Eric has created a vibrant identity and packaging system for The Glorious Mess, a new dessert brand launched by British meringue producer Flower & White.
29 July, 2026
Eton Mess remains one of Britain’s most recognisable puddings. Yet, its origin is bound to competing tales of accidental destruction, ranging from crushed meringue at Eton College cricket matches to an overexcited Labrador storming a picnic. Rather than inventing a new backstory, design agency Derek & Eric chose to celebrate the chaos inherent to the dessert for confectioner Flower & White.
The brand world, therefore, centres on the spilt meringue moment, translating accidental collisions into a flexible visual system across packaging, iconography and copywriting. Expressive typography leads the design alongside hand-drawn fruit illustrations and dynamic product photography that deliberately avoids overly styled presentation.
The packaging design features narrative copy on every box, recounting tales such as ‘The Labrador’s Tale’ and reminding consumers not to ‘cry over spilt meringue’. Illustrated elements incorporate strawberries, raspberries, lemons and passion fruit, providing high visual contrast against bold pastel and primary colour blocks.
Each variant across the range, which includes meringue nests, clouds, kisses and fruit sauces, carries tailored messaging designed to establish distinct shelf impact while maintaining consistency across the portfolio. The identity also integrates charitable commitments on-pack, highlighting Flower & White’s partnership with surplus food charity FoodCycle.
Adam Swan, creative director at Derek & Eric, said, ‘The challenge was to own the story behind a dessert everyone already knows and loves. Rather than fighting that heritage, we embraced it. Every version of the Eton Mess story celebrates a happy accident, so we built a brand narrative that embraces those gloriously messy moments. It’s joyful, distinctive and impossible to ignore.’
Leanne Crowther, co-founder of Flower & White, added, ‘The Glorious Mess is all about joyful indulgence. Derek & Eric captured that spirit perfectly. They’ve created a brand full of warmth, personality and shelf impact that feels unlike anything else in the category.’
