With demand from over half of their customers to help them include a wider range of wholefood ingredients and less saturated fats in their diet, we worked with Waitrose on a brand identity, design strategy, naming and design expression to create a health and well-being brand that would follow a simple philosophy of wholesome and delicious food focusing on taste, variety and returning pleasure to eating.
Waitrose is an experience – an experience that is rooted in food but that goes well beyond food. The LOVE Life name is about bringing taste and vitality together to create an experience of freedom and pleasure that is about food – but goes beyond food – to show its role as part of a happy, healthy and fulfilling lifestyle. The identity effectively works to indicate the nutritional value of the range with the design expression and photography promoting the energy, positivity and vitality of these healthier choices. The bright, bold packs and vibrancy of colour reflect the variety, choice and nutritionally balanced offer and also ensure stand out on shelf.
This benchmark visual identity system inspired and created a consistent expression from packaging, print advertising and digital.