Waitrose Specialty Cheeses
Packaging Own Brand – Food & DrinkLewis Moberiy
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.