The Brief
To redesign all of Waitrose home into one cohesive sub-brand (Waitrose home)
to include both mid tier and top tier ranges
To redesign all of Waitrose home into one cohesive sub-brand (Waitrose home)
to include both mid tier and top tier ranges
The Idea
The typical Waitrose customer is a foodie and a home cook who loves to get creative in the kitchen.
The current design was very dull focusing heavily on the technical elements of the products.
With Waitrose being a food retailer I felt it only right to make the new packaging more about the food and enjoyment of cooking to inspire home cooks.
The typical Waitrose customer is a foodie and a home cook who loves to get creative in the kitchen.
The current design was very dull focusing heavily on the technical elements of the products.
With Waitrose being a food retailer I felt it only right to make the new packaging more about the food and enjoyment of cooking to inspire home cooks.
The logo
The hand written calligraphy gives the logo a dynamic, loose and hand made feel, and was also the perfect match with the texture and style of illustration.
With no 2 cutters or products the same, each design and artwork was unique.
Every sub range was designed as a whole and logically planned and managed to achieve tight deadlines.
The technical aspects of the products were summarised into easy to read bullet points and customer navigation of each range was made easier with colour coding and large numbers for key info such as pan size where required.
Every sub range was designed as a whole and logically planned and managed to achieve tight deadlines.
The technical aspects of the products were summarised into easy to read bullet points and customer navigation of each range was made easier with colour coding and large numbers for key info such as pan size where required.
Top Tier
The top tier design was essentially the same but with a black marble background and the addition of extra finishes such as foiling and spot varnishes. Packaging formats where also more premium.
