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M K
Peace as a design concept in itself has so many visual interpretations and
clichés, yet this version is nicely captured. Hatch’s design, using a simple
layout and construction, background illustration, and metallic ink, combine
to enhance the overall experience. The design, layout, and color palette are
particularly appealing in that the design does not spoon-feed the consumer
with traditional category formats or color cues. I am particularly attracted
to the appetite-appeal imagery that features hands cupping the bowl. This
is a visual that sticks and is precisely what captures the story of a bowl that
generates peace.
R W
This identity just screams, “I’m different!” without screaming at all. Sure,
the product presentation is tiny. And yes, changing the brand color with
each flavor is counterintuitive to great branding. But just imagine how
strong this is at retail. Look how proudly it wears its cause-marketing
badge. Notice how the label invites you to the side panel story to engage
you further in the brand message. I am a bit bothered by the changing
product perspectives and layouts in the photography. And while I might stay
consistent with the background colors and illustration print techniques—
and replace the metallic ink with a more earth-friendly, soy-based print
solution—this identity brings a welcome moment of peace to the cacophony
of the cereal aisle.
PR O D U C T Peace Cereal
DE S I G N F I R M Hatch Design
LO C AT I O N San Francisco, CA
CL I E N T Peace Cereal
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Prod u c t
Tesco Tortillas
DE S I G N F I R M P&W
LO C AT I O N London, England
CL I E N T Tesco
M K
Does anyone remember the Frito Bandito? This is a
delightful series, and this bandito is an equally memorable
conversation piece, a funny and oh-so-simple use of
everyday objects and styles as clues to the product variety.
I love the portraiture style and how he sits there on a chair
on a color-coded backdrop cloth. The use of white for the
brand identity and his outfit create focus on two areas of
importance. ¡Excelente!
R W
Again, I applaud the flexibility of Tesco’s design regiment.
It’s usually quite difficult to effectively use people
photography on pack. This strategy polarizes the brand
by the gender and ethnic background of the people used.
And because styles change so quickly and radically these
days, people photography can quickly become dated.
While the idea of the bandito character is certainly not new
(remember the Frito Bandito?), this clearly tongue-in-cheek
characterization is sure to make everyone smile, resulting
in another relevant interruption in the noisy chip aisle.
S W
I love the use of humor combined with the sophisticated
design aesthetic. It’s similar in approach to the Loseley ice
cream package (page 79).
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PR O D U C T Waitrose Cooks
DE S I G N F I R M Lewis Moberly
LO C AT IO N London, England
CL I E N T Waitrose Ltd.
B E
I agree that the strength in this design is in the copywriting, throwing the
pace and language of the kitchen into the branding. It evokes so much
more than any product shot alone could. The typography is strong and
singular, creating a very ownable look and style that works over a huge
range of own-label products.
R W
Without the whimsical copy, this would be another smart, organized, type-
driven execution, and there’s not too much that’s wrong with that effective
but over-proliferated strategy. Just the single, simple touch of real-world
phrases warms this otherwise cold experience and makes it both more
engaging and ownable for the brand. A tip of the hat to the team!
S W
These Waitrose goodies strike a nice balance between the fresh colors of
the foods and the labels that are primarily black and white. The product
copy is strong; it takes this graphically bold design from what could be
construed as industrial and cold and gives it a brand personality. The
vessels for all the products are also just plain enough to further enhance
the graphic quality—no fancy olive oil bottles here.
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PR O D U C T Provenance Honey
DE S I G N F I R M Turner Duckworth
LO C AT IO N London, England and San Francisco, CA
CL I E N T Waitrose Ltd.
B E
This is very posh, and very twee; if Jane Austen were to
partake of a slice of toast with honey, I can see her reaching
for this bottle. It has that Victorian botanical-fascination
style, with hand-written inky type and a feminine touch
that’s just the right side of being overly forced, resulting in a
design quite charming in its execution.
M K
Another wonderful design solution from Waitrose. As an
artist, I would love to have created these labels myself.
The purity and richness of the hand-written product name,
description, and colorful watercolor illustrations are
absolutely inspiring.
R W
It’s not a diffi cult challenge to evoke this homemade
appeal with specialty products. In fact, the category
almost calls out to be hand-crafted. And yet, this specifi c
execution of a tried-and-true strategy is still noteworthy.
The hand-scripted type and handmade watercolor
illustrations scream, “Special occasion only!”—a break
from the everyday jam. Sure, the type is hard to read, but
it encourages a closer look. I imagine that the perception
would be complete if the label were printed on watercolor-
paper stock.
PR O D U C T Indian Cooking Sauces
DE S I G N F I R M Turner Duckworth
LO C AT I O N London, England and San Francisco, CA
CL I E N T Waitrose Ltd.
M K
Some of the most arresting designs are those that
present themselves unobtrusively. The painterly palette
and consecutive positioning around the label creates a
harmonious line. The elegant use of colors holds the line
together and distinguishes the product colors—not only
can we practically smell the aroma of the products, but
the consumer’s palate is educated as well. The choice of
a small stroke or ligature projecting from each product
variety accents the product’s cultural appearance nicely.
The black closures smartly fi nish this family picture.
S W
These are a handsome addition to the Waitrose brand. The
small mounds of dried spices that make up the ingredients
of the variety are lovely and add the graphic simplicity that
is part of the Waitrose brand language. The beautiful, rich
colors of the spices, balanced against the deeply colored
backgrounds, take me to another world. The ligature aspect
of the product fl avor feels forced in some instances, but it
is an interesting idea and overall, it adds the appropriate
touch of authenticity.
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