Waitrose Extends LOVE life and Makes You Count…

English premium grocer Waitrose is expanding its award-winning Private Brand Waitrose LOVE life. The new brand extension was created by the brand and design agency Pearlfisher who also created the original design strategy, brand identity, naming and design expression for Waitrose LOVE life. The new range of delicious and nutritionally balanced foods will launch in Waitrose stores at the end of June.

According to the Waitrose website:

The new Waitrose LOVE Life You Count… range, includes tasty breakfast, lunch, dinner and snacking options, is the simple way to watch what you eat – and relish every mouthful.

The brand is based on the principles of healthy weight loss – eat a bit less and move a bit more. Selecting products from the LOVE Life You Count… range at each meal occasion will make sure that you eat around 500 fewer calories than you normally would, which, when combined with our regular exercise, should help you to shift any excess pounds.

The new range boasts lower fat versions and calorie-controlled portions of favorites including a rich tasty lasagne, creamy yogurts and soft, spicy hot cross buns. With brightly colored calorie counts on the front of the packs – you can literally count the calories as you do your shopping.

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.”



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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.