Pearlfisher creates look for Waitrose kitchen range

The consultancy has created the name, tone of voice and graphic packaging for Waitrose LOVE life Prep & Portion, an 8-piece range that aims to assist health-conscious cooks with preparation and portion control.

The series, which launched in stores on Monday, forms an extension to the Waitrose LOVE life brand that Pearlfisher designed packaging for in June 2011. It is the first time the LOVE life brand has diversified outside food, and the new kitchen range carries similar structural and minimal design that enables it to be merchandised together on shelf.

Included in the new range are a cereal scoop, pasta basket and a 3-in-1 ladle, and all feature serving indicators which help consumers ensure they are eating healthy portions.

Natalie Chung, Pearlfisher creative director, says, ‘The tone of voice for the range – including simple product names, short product descriptors, benefits and ‘Healthy hints’ on the back of pack – communicate the simplicity of preparing healthy meals with the new products.

‘The new identity and packaging clearly communicates clarity of product functionality whilst celebrating the healthy eating message of the products.’