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Identity and packaging designed for Waitrose LOVE life ‘you count’ range by Pearlfisher

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By The Drum Team, Editorial

January 31, 2012 | 2 min read

The brand identity and new packagaing design for Waitrose LOVE life ‘you count’ range of meals and snacks has been designed by Pearlfisher.

The new designs have been created using vibrant colours and food photography, in a bit to emphasise that low calorie foods don’t need to be boring.

Each product displays its calorie count clearly in large numerals in one of five colours chosen for the ‘you count’ range, which is linked to the mother brand ‘Love Life’ through the use of its identity.

Natalie Chung, creative director at Pearlfisher, explained: “the new LOVE life ‘you count…’ range from Waitrose is designed to highlight the importance of individual choice and provides a transparency with regards to calorie information. The vibrant colours and delicious food photography connects the range with the core Waitrose LOVE life range and shows that we can still have delicious food without being apologetic about counting calories.”

James Newman, health and wellbeing manager for Waitrose LOVE life commented: “Pearlfisher have done a great job of creating a design for the LOVE life ‘you count…’ range that highlights the exciting and delicious choice available in the range whilst clearly bringing out the information necessary to those watching their calorie intake.”

Waitrose

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Pearlfisher

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