With a range which satisfies the enthusiasts’ everyday needs, Waitrose has solution. Lemon juice is sourced from Sicily, sea salt from Anglesey and walnut oil from France; not your average “cupboard basics”. And, as any foodie worth their salt will tell you, even the most modest dishes require the right ingredients, sourced selectively. Lewis Moberly have designed labels, identity and packaging for Cook‘s Ingredients, Homebaking, Fresh herbs and Recipe Kits. Each one introduces its contents with an energetic no-need-to-measure-it phrase: “A good pinch of wild myrtle” sits alongside “Easy on the chopped chilli”. Subtle use of colour and an engaging tone create an interactive and collectible range.
WINNER PENTAWARDS 10th ANNIVERSARY AWARDS, BEST OWN BRAND IN LAST TEN YEARS
In the 10 months since launch, Waitrose Cooks’ Ingredients achieved average weekly sales that are an astonishing 43% above target Several products have been duplicated and the incremental sales from these range from between 30% and almost 100%.
DESIGN: Lewis Moberly, London