The consultancy has worked with Waitrose on the whole LOVE life range, which launched in June last year, and the you count… work is an extension of that project.
The packaging features vibrant colours and food photography, aiming to clearly present the calorie count while also ‘emphasising that food doesn’t need to be boring, even if you are watching your calorie intake’, according to Pearlfisher.
The you count… range features the LOVE Life brand identity and colour palette. Different product groups within the range are denoted using different colours, such as magenta pink for beef and pork variants, ‘egg-yolk orange’ for chicken and certain fruit lines and teal blue for natural flavours and fish products.
Natalie Chung, Creative Director at Pearlfisher, says, ‘The new LOVE life you count… range from Waitrose is designed to highlight the importance of individual choice and provides a transparency with regards to calorie information.
‘The vibrant colours and delicious food photography connects the range with the core Waitrose LOVE life range and shows that we can still have delicious food without being apologetic about counting calories.’
The identity is shown across the entire you count… portfolio including ready meals, yogurts, cottage cheeses, fresh puddings, frozen desserts, food to go, frozen meals, hot drinks and baked goods.