Waitrose LOVE Life soups uses bright colors and images for differentiation.

Waitrose in the United Kingdom has teamed up withPearlfisher to develop packaging for their new line, Waitrose LOVE Life. It is Waitrose’s latest sub-brand, and was developed to provide more healthy options at the grocery store.

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).