Waitrose: WAITROSE GOOD TO GO

Credits & Description:

Category: ii. Core FMCG

Advertiser: WAITROSE

Product/Service: WAITROSE GOOD TO GO

Agency: TURNER DUCKWORTH

Agency: TURNER DUCKWORTH

Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)

Creative Director: David Turner (Turner Duckworth: London & San Francisco)

Design Director: Clem Halpin (Turner Duckworth: London & San Francisco)

Designer: Clem Halpin (Turner Duckworth: London & San Francisco)

Designer: Jennie Spiller (Turner Duckworth: London & San Francisco)

Designer: Paula Talford (Turner Duckworth: London & San Francisco)

Designer: David Blakemore (Turner Duckworth: London & San Francisco)

Core Range Illustrator: Rebecca Sutherland (Rebecca Sutherland Illustrator)

Artworker: James Norris (Turner Duckworth: London & San Francisco)

Media placement: Chicken Sandwich Packet - Supermarkets - 4th May 2011

Media placement: Cheese Sandwich Packet - Supermarkets - 4th May 2011

Media placement: Beef Sandwich Packet - Supermarkets - 4th May 2011

Media placement: Crayfish Sandwich Packet - Supermarkets - 4th May 2011



Describe the brief from the client

Waitrose asked us to create a distinct and compelling brand identity for their range of food on the go, relaunching with over 150 products to offer consumers a wider choice of healthier as well as tempting treats for lunches/out of home eating.



Describe the challenges and key objectives

The range needed to stand out within Waitrose, as well within other retailers to whom Waitrose provides the range as their 'food on the go' offer.



Describe how you arrived at the final design

The name 'Good to Go' was developed to highlight the sub-brand and range’s proposition and accessibility. To reinforce the food values and principles of Waitrose, a set of illustrations for each protein type was developed by Rebecca Sutherland and used alongside a natural, bright colour palette to hero the use of fresh, tasty ingredients.