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food
CHAPTER 1
“ The black and white imagery “ The black and white imagery
“ The black and white imagery “ The black and white imagery
helps to make this range helps to make this range
helps to make this range helps to make this range
look upmarket, and they all look upmarket, and they all
work brilliantly as a range work brilliantly as a range
that has to comprise a huge that has to comprise a huge
number of products.”number of products.”
— Bronwen Edwards, page 54 — Bronwen Edwards, page 54
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REALLY GOOD PACKAGING EXPLAINED
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R W
All hail yet another glorious model of simplicity. A design architecture that
is this stripped-back can be polarizing. What some see as elegant and
contemporary, others can see as generic. When there are only a few
elements to play with, every one of them has to be optimized. Here, the
considered colors and the straightforward typeface allow the product
presentation to carry the message. In this case, the food-as-hero strategy
also has an inviting tone. Never having considered buying canned celery
hearts over fresh, this identity would convert me. Congrats to Waitrose for
being this courageous.
S W
The graphic quality of these cans get every detail absolutely right; simple
center-stacked typography with very simple product names (no fancy
descriptive adjectives), and the graphic layout of the photos (beans aren’t
glistening in a bowl but rather laid out so we can appreciate the shape
and color of each fresh bean). The unusual colors of the labels go against
almost every text book description of what colors “sell food,” but these are
handsome and enhance the food images.
PR O D U C T Canned Vegetables, Pasta & Pulses
DE S I G N F I R M Turner Duckworth
LO C AT I O N London, England and San Francisco, CA
CL I E N T Waitrose Ltd.
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