ABOUT

BACKGROUND
Free From products are one of the fastest growing food categories,
outperforming retail experts’ expectations to date. Waitrose & Partner’s came to WMH to create a new Free From brand that will be an exciting, enticing choice for discerning shoppers.


STRATEGY
We positioned the brand as a positive, progressive eating choice, regardless of whether you have allergies or not. Rather than focusing on the negatives, the brand idea points out; “Free From… Full of Taste”. Appealing to both allergen sufferers, and people who eat Free From out of lifestyle reasons.


SOLUTION
The key visual mark is a pair of bespoke ‘f’s’ that double as typographic braces, framing the food. Sophisticated and simple typography communicates what makes these products so special. This is complimented with an editorial-style approach to the food photography. The design represents a shift in mindset for “free from” food, emphasising that the products are full of flavour instead of focusing solely on the removal of allergens.

Date created: October 2018 2018-10-01T00:00:00+0100
Date published: 2 April 2019 2019-04-02T18:15:49+0100

MADEIT CREDITS

  • Waitrose & PartnersClient
Annual 2019 ShortlistWaitrose & Partners Free FromPackaging Pro member:

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Contributor:

Williams Murray Hamm has been a Contributor since 16th July 2018.

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Waitrose & Partners Free From

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