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.
MADEIT CREDITS
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Waitrose & PartnersClient
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Jonathan GregsonPhotographer -
Mark TicknerArtworker -
Mark ToseyProduction Manager -
Williams Murray HammManaging Director -
Chris FennellArtworker, Retoucher -
WMH&I -
Garrick HammCreative Partner -
Holly Mattacott-CousinsGraphic Designer -
Jane HarwoodSenior Designer -
Wybe MagermansGrowth & Development Director -
Christopher RibetSenior Designer -
Mark NicholsCreative Director -
Nursel ArslanArtworker -
Bella ThompsonAccount Manager -
Becki SewellDesigner
WMH&I has been a Contributor since 25th November 2015.