British retailer Waitrose has launched an extension of their award winning Private Brand Waitrose LOVE life, which was launched in June 2011. International branding agency Pearlfisher has created the name, tone of voice and graphic and structural packaging for Waitrose LOVE life Prep & Portion – an innovative new range of kitchen utensils that have been designed to help consumers with portion control and the preparation of healthy meals. Prep & Portion retains the philosophy of the core LOVE life range that takes health and wellbeing from restricted living to a liberating lifestyle. The innovative new 8-piece range aims to make healthy preparation and portion control easy and enjoyable. A selection of the products, including a Cereal Scoop, a Pasta Basket and a 3-in-1 Ladle feature serving indicators, meaning consumers can be sure they’re eating the right size portions.
Pearlfisher Creative Director, Natalie Chung, comments, “It was vital that the new Prep & Portion range retained the LOVE life principles by hero-ing vitality, variety, simplicity, knowledge and inspiration. Design values that are generous, helpful, inspiring and vibrant needed to create a consistent but differentiated look and feel, extending LOVE life into a new area that continues to make healthy eating easier and enjoyable. The new identity and packaging design clearly communicates clarity of product functionality whilst celebrating the healthy eating message associated with the products. The tone of voice for the range – including simple product names, short product descriptors, benefits and ‘Healthy hints’ on the back of pack – communicate the simplicity of preparing healthy meals with the new products. In addition, the structural and minimal design of the packs enables the range to be merchandised together on shelf.”