Private-label line uses vibrant graphics
The colorful packaging, which is a departure from Waitrose’s typical monotone designs, features vivid food photography and front-of-pack nutritional information. The Waitrose LOVE life logo highlights the nutritional benefits and the use of vibrant primarily colors symbolize variety and the importance of a diverse, healthy diet.
“The new identity effectively works to indicate the nutritional value of the range and the design reflects its energy, vitality and positivity,” says Rupert Thomas, Waitrose marketing director.
The 270-product line is the retailer’s largest sub-brand launch since essential Waitrose and includes nutritionally balanced foods, including soups like Italian bean, sweet potato, smoked haddock & spinach and red lentil & chili. Waitrose LOVE Life soups retail for £1.99- £2.99 ($3.18-$4.78).