Waitrose LOVE life Prep & Portion range launches with identity and packaging from Pearlfisher
Waitrose has worked with Pearlfisher to create the name, tone of voice, and graphic and structural packaging for its Waitrose LOVE life Prep & Portion range of kitchen utensils.
Following the creation of the Waitrose LOVE life brand in June 2011, the Prep & Portion range is designed to help consumers with portion control and the preparation of healthy meals. The eight-piece range aims to make healthy living easy, and features a Cereal Scoop, a Pasta Basket, and a 3-in-1 Ladle with serving indicators.
“It was vital that the new Prep & Portion range retained the LOVE life principles by hero-ing vitality, variety, simplicity, knowledge and inspiration,” commented Natalie Chung, Pearlfisher creative director. “Design values that are generous, helpful, inspiring and vibrant needed to create a consistent but differentiated look and feel, extending LOVE life into a new area that continues to make healthy eating easier and enjoyable.”
The identity and packaging aims to communicate the products functionality whilst the tone of voice for the range – including simple product names, short product descriptors, benefits, and ‘Healthy Hints’ on the back of the pack – highlights the simplicity of healthy living. Pearlfisher went with a minimal pack design to enable the range to be merchandised together on the shelf.
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