Waitrose Specialty Cheeses

For many years Waitrose has carried a range of premium quality, pre-packed cheeses sourced from small artisan suppliers throughout Europe.

Waitrose Specialty Cheeses

Packaging Own Brand – Food & DrinkLewis Moberiy

EXECUTIVE SUMMARY

For many years Waitrose has carried a range of premium quality, pre-packed cheeses sourced from small artisan suppliers throughout Europe. Early in 2005, with packaging looking dated, Waitrose briefed Lewis Moberly to re-energise and refresh the range with a contemporary pack design.

The new design has provenance at its heart, capturing sophisticated customers' imagination with evocative, engaging copy describing the cheeses' origins and character.

The re-launch results have been extraordinary, and with minimal promotional support, design has been the primary driver of success.

  • One year...

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