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.
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,
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.
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).