20/20 was appointed to the work directly at the end of July last year and tasked with developing customer proposition, brand strategy and design direction.
The concept of positive health was identified and key messages developed around this, the product range, the nutritional perspective and brand communication on pack, in-store and online.
20/20’s partner Mariann Wenckheim says, ‘We know that health means many things to many people and we wanted to emphasise the positive perceptions people have about their health.’
Pearlfisher was approached directly by Waitrose after having previously worked with the retailer.
The packaging designs incorporate vibrant primary colours, with Waitrose saying it wants to emphasise that ‘more colour in the diet means more variety and thus more nutrition’.
The new range will be launching in all Waitrose stores on 30 June.
The Waitrose Love Life logo will later be rolled out on products and ingredients across the retailer’s entire produce to highlight the nutritional benefits of all its goods.