Pearlfisher Helps Waitrose LOVE life!

International design agency Pearlfisher announced that it has created the design strategy, brand identity, naming and design expression for Waitrose LOVE life – a new Private Brand of delicious and nutritionally balanced foods launching in Waitrose stores nationwide beginning June 30th

The range is the grocer’s largest sub-brand launch since essential Waitrose, with over 270 products, and answers a demand from over half of Waitrose customers to help them include a wider range of whole food ingredients and avoid saturated fats in their diets. In addition, the Waitrose LOVE life logo will start to be further used on products and ingredients across the retailer’s entire offer, highlighting nutritional benefits to customers.

Pearlfisher Creative Director, Natalie Chung, comments, “Waitrose is an experience – an experience that is rooted in food but that goes well beyond food. The bright, bold packs and vibrancy of color reflect the variety, choice and nutritionally balanced offer and will also ensure stand out on shelf. The naming and design expression is also about bringing taste and vitality together to create an experience of freedom and pleasure.”

Waitrose Marketing Director, Rupert Thomas, comments, “Waitrose LOVE life gives people a new and unrestricted approach to eating a wide variety of the right thing. The new identity effectively works to indicate the nutritional value of the range and the design reflects its energy, vitality and positivity. We are thrilled with the work that Pearlfisher has done.”

The Pearlfisher team included: Creative Director: Natalie Chung, Pearlfisher; Creative Partner: Jonathan Ford, Pearlfisher; Strategy Director: Yael Alaton, Pearlfisher; Senior Designer: Poppy Stedman and Designer: Vicki Willatts


To learn more about Waitrose, its Private Brands and the Waitrose/Pearlfisher partnership please join me as I chair the Private Brand Movement conference in Chicago September 19 – 21. Where Maggie Hodgetts, Head of Design, for Waitrose and Jonathan Ford, Creative Partner for Pearlfisher will present

“Design For Life – Creating A New Design Language For Health And Wellbeing In The Retail Sector”

Together, Jonathan Ford, Creative Partner of Pearlfisher and Maggie Hodgetts, Head of Design at Waitrose, will present how the new Waitrose health and wellbeing proposition was defined so that it naturally fitted as a strategic cornerstone to Waitrose brand. As well as the opportunity to be amongst the first to see the new Waitrose health and wellbeing offer. Takeaways from this exclusive, ground-breaking presentation will include:

  • How a distinct personality and design language can make health and diet products exciting and create difference
  • How architecture, cohesive design and brand identity work to give life to the new Waitrose health and wellbeing offer
  • Future insights into the world of food and healthy convenience including analyzing cultural global shifts and tailoring to different markets

My Private Brand group members can register with the code MYPBRAND and receive 20% off the standard rates.


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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.