Packaging, Waitrose premium dried fruit

Packaging, Waitrose premium dried fruit

Turner Duckworth, Turner Duckworth, London, England, 2004

Description

The Waitrose Dried Fruit brand had new lines added on a piecemeal basis over a number of years. A review of the range and observation of consumers shopping the brand highlighted the need to bring appetite appeal and premium cues to the range, underpinned with clarity and consistency. Our overall objective was to increase individual purchase weight by making it easier to shop.

Our solution targeted Waitrose’s core consumers (affluent health-aware professionals) with a design that uses evocative close-up photography of individual fruits in all their perfection, to emphasize the specially selected fruit variety.

Collections: AIGA 365: 26 (2005)
Discipline: Package design
Format: Package

Credits

Design firms
Turner Duckworth, Turner Duckworth
Creative directors
Bruce Duckworth, David Turner
Designer
Christian Eager
Photographer
Steve Baxter
Production artist
Reuben James
Printer
Amcor Flexibles Europe
Printing method
Gravure
Fabricator
In Touch
Manufacturer
Waitrose
Typeface
Helvetica Light
Client
Waitrose Plc
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