Gone are the days when own label products and packaging were the poor relation of larger brands. Supermarkets have not only caught up, they’ve overtaken, giving customers a competitive alternative. One supermarket in particular has led the march - Waitrose.
Confident in its proposition and in tune with its customers, Waitrose has consistently shown the way, challenging category norms and understanding the intrinsic value of design.
Botanical illustrations were commissioned to give the range of six products cohesion and charm.
Our designs went back to nature in keeping with the plant extracts used in product formulation; a move away from the standard category language.
“I think its a great piece of work. They clearly say what they do and where they sit in the range architecture of the market, whilst carrying the authentic Waitrose tone of voice.”
Think of lemonade packaging and images of lemons may come to mind. Who wants the obvious? Instead we based the design on an emotion: ‘a moment of relaxation’. With such a strong visual concept in the bag, the solution for a new Bitter Shandy variant was then a given.
We think that Waitrose understand better than most retailers how packaging can deliver a brand promise, in both an emotional and compelling way. No fluorescent colours or neon flashes for this range of sixteen cleaning products (shown right). Just clean design and emotive photography to emphasise efficacy of the products.
