Waitrose Wins DBA Design Effectiveness Award – Part 2

This is the second in a series of posts on this year’s DBA Design Effectiveness Awards; the awards recognize the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.

GOLD DBA Design Effectiveness Award
AGENCY: Lewis Moberly
CLIENT: Waitrose Limited

With the credit crunch triggering a resurgence in home baking, Waitrose wanted to draw together and increase sales of its products within this category.

Lewis Moberly were challenged to refresh the entire Waitrose home baking range. Taking the product labels, the agency adopted a strong typographical style and restrained color palette. Reinforcing the appeal to female customers, this design solution delivered an evocative call to action reflective of the gusto and informality of confident cooks. It also produced a highly visible block of products on-shelf. Transparent packaging was used where possible, creating an inviting, mouth-watering showcase of ingredients.

The powerful new concept helped to unify a visually eclectic and diverse range of products. Within a week design costs had been recouped and profitability reached. And against an average UK increase of 4%, the Waitrose home baking range grew in value by 109% in 2009 compared to the previous year.

View all of the winners.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.