Developed to provide more healthy options at the grocery store, Waitrose introduces its latest sub-brand Waitrose LOVE Life. The 270-product line is the retailer’s largest sub-brand launch sinceessential Waitrose and includes such nutritionally balanced foods as a blueberry, black currant &beetroot smoothie; chicken and mango lettuce wrap; and Italian bean soup. The colorful packaging,which is a departure from Waitrose’s typical monotone designs, features vivid food photography andfront-of-pack nutritional information. The Waitrose LOVE life logo will also be used on productsacross the retailer’s entire offer to highlight nutritional benefits. “The new identity effectively works toindicate the nutritional value of the range and the design reflects its energy, vitality and positivity,” says Rupert Thomas, Waitrose marketing director.

June 30, 2011

Package design