Waistline gets a reshape

Crosse & Blackwell, the Nestlé-owned food brand, has relaunched its Waistline salad dressings with a new bottle shape. Design is by Planet.

The new bottle has a “more feminine shape and features only one label rather than the original two to cut costs”, says Planet creative director Bill Wallsgrove. A Waistline detail is embossed at the top of the bottle.

The consultancy has also designed packs for a range of pasta and noodle dishes and packaging for an addition to Crosse & Blackwell’s Bistro Chef marinade range. “We’ve produced packaging for the new wine marinade which is reminiscent of classic wine-labelling to highlight the product’s origin and emphasise its use,” says Wallsgrove.

Planet was one of the five consultancies named on Nestlé’s new roster, along with Design Bridge, which also has a structural arm (DW 7 June).