Lemon adds zest to TV chef range

Lemon has designed the packaging for TV chef Antony Worrall Thompson’s range of food and kitchenware products which will launch from next week.

The work, which is worth a five-figure design fee to the consultancy, will be applied across six food and four kitchenware ranges.

The designs aim to make organic food packaging look up-market and more modern says Lemon creative director Pete Brassett.

‘We wanted to pull organic food packaging out of its open-toed sandal and wheatsheaf image and do something, cool, urban and accessible, with shelf standout,’ he says.

According to Brasset, this was achieved by using a contemporary black and silver design, with photography (by Steve Lee) playing an integral role.

‘[The photography] gives the products their visual point of difference,’ he says.

Antony Worrall Thompson says he wanted to create a range that reflects his interest in organic food production.

‘The new range is aimed at quality food buyers and [we wanted] striking packaging which reflects this quality message,’ he says.

Lemon was appointed without a pitch in November last year and was commissioned by HubTM, which is responsible for the project’s implementation.

The food range comprises chilled meals, cakes, yoghurts, chutneys, soups and biscuits, which will be the first to launch next week.