Pearlfisher creates you count… brand for Waitrose

Pearlfisher has designed the brand identity and packaging for the you count… range for Waitrose, part of the supermarket’s LOVE life offer.

you count

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.

Hide Comments (3)Show Comments (3)
  • derek Johnston November 30, -0001 at 12:00 am

    Nice work, and I get the rationale for the range, just seems a bit dumbed down in a Boots sort of way for the average Waitrose consumer: is this a deliberate drive to attract a new target of waistline lovers and not food lovers?

  • Victoria November 30, -0001 at 12:00 am

    I like the packaging, clean, fresh and modern, and how the calorie content is a feature. Not sure about the colour coding though, don’t think it needs to be that dumbed down. Overall a nice design I think.

  • Sara Marshall November 30, -0001 at 12:00 am

    I like the fresh and modern aesthetic and the palette is attractive, but it looks like it could just as well be selling designer products for the home like an anglepoise lamp or a light bulb beautifully shot, rather than the promise of delicious foods without the calorie compromise.

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