Stylishly confident

The challenge


Waitrose's middle tier has a calm confidence and unique style to mark it out on busy fixtures. Its approach is consistent but each range needs a considered touch to bring out its individuality.

What we did


A simple, clean font, the succinct and conversational descriptors, uncluttered design and bright tasty colours creates a strong brand feel. Making a hero of the ingredient, product or story ensures it's easy to shop across categories too.

Our design for the ice cream range uses a bucketful of classic British seaside images, from donkeys in hats to Mr. Punch, to add some nostalgic fun and product individuality in the freezer.

Table sauces boast the superb quality of their ingredients. And the message of style and quality runs through the middle tier to packaging for Waitrose Home ranges.