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Design Category
Package design, 2004
Design firms
Turner Duckworth (London, England), Turner Duckworth (San Francisco, California)
Collection
(2005) AIGA 365: 26
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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.