These elegant almost under-designed packages for the premium English grocer Waitrose speak not only to the quality of English design but to the Waitrose brand in general and its level of Private Brand sophistication. The UK based design firm Nelson Associate were commissioned by Waitrose to develop packaging for these tempting sundaes.
The agency created packaging that is striking, clean and uncluttered allowing the specially commissioned images from photographer John Ross to shine. The series of exclusive shots that shared a distinctive ‘family’ look, immediately conveyed each flavor and achieved shelf presence.
Notice that the Waitrose brand is dramatically understated – they believe in their brand and so do their customers – the confidence allows a level of design sophistication that is virtually impossible for retailers who have no brand or are content to play “me too.”
Christopher Durham
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