This book by JGA Corp. is a virtual catalog of ideas for inspired retail design. It features work that is international in scope in innovative in content. These 1,000 touchpoints of brand identity include ...
By Linda Casey
Waitrose Love Life ‘you count’ packages are designed to quickly communicate both the taste appeal and the calorie counts of the food line. Created by Pearlfisher, the design and brand identity emphasize that food doesn’t need to be boring, even if you are watching your calorie intake.
To help support a diet of 1,500 calories a day, the ‘you count’ packaging has the calorie count for each product clearly depicted in large numerals. The design also uses vibrant color navigation to indicate the different types of nutritious ingredients in this diverse range of packaged foods that include ready meals, yogurts, cottage cheeses, fresh puddings, frozen desserts, food to go, frozen meals, hot drinks, and baked goods. A magenta pink identifies foods containing beef and pork; an egg yoke orange distinguishes dishes with chicken or certain fruit lines; and a teal blue is used for for fish or other natural flavors ingredients. The color navigation system also clearly links the ‘you count…’ range to the mother brand ‘Love Life.’
Waitrose Love life ‘you count…’ debuted in Waitrose stores across the UK in January 2012.
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