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Waitrose LOVE life Prep & Portion range launches with identity and packaging from Pearlfisher


By Gillian West, Social media manager

January 9, 2013 | 2 min read

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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