V Group creates lettuce branding

V Group has branded and designed packaging for a new lettuce range by Natures Way Foods which is exclusive to Waitrose.

Launching today at stores across the country, the Lasting Leaf range – which has also been named by the consultancy – will be supported by its own microsite.

V Group, which has worked with the company since 2008, did not pitch for the work.

Greg Coley, creative director at the company, says, ‘The product is quite individual, and the name conjures up what it does.’

A typographic descriptor runs over the clear window of the packaging, showing that the product is preserved by washing it in warm and cold water. ‘It’s important to convey that nothing horrible has been done to it,’ says Coley

Dark green base colours and a highlighted colour feature across the range – a look which which carries over to the website, where recipe downloads and further product information is featured. Video may be added to show provenance of the product.

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