Loewy packs for Marco Pierre White

Loewy is to design branding and packaging for two product ranges from Corone Products, the company owned by celebrity chef Marco Pierre White and personal trainer to the stars Matt Roberts.

The products, which comprise a fine dining and a healthy eating range, will launch in supermarkets at the end of the year.

Loewy is working on positioning and will create branding, including naming, point-of-sale and merchandise materials, structural packaging and on-pack graphics for the products.

The healthy eating range, created in response to the growth of dietary problems such as obesity and diabetes, includes meal options across breakfast, lunch and dinner as well as ‘healthy’ snacks, says Loewy senior account director Nicole John.

It is not designed to be a ‘diet’ range, she maintains, and branding will reflect the ‘key end benefits to consumers: taste and health’.

‘It’s not about weight loss. The key insight is that [consumers] can have a healthy life if they eat healthily,’ says John.

The fine dining range is a complete meal kit similar to those provided by Rocket and Leaping Salmon and features recipes created by Marco Pierre White. Designed to ‘provide the restaurant experience at home’, it aims to be a departure from the traditional ready meals market, says John.

Further details, including the ranges’ names, are being kept under wraps until the launch later this year.

The group was appointed in December last year without a pitch, on the strength of a previous relationship with the client. Loewy design director Sarah Wootton is creative lead on the project.

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