Waitrose Flower Garden was updated in 2017 to reflect the increasing purchase of flowers as a lifestyle choice. The category was competing with a growing sector of bespoke retailers online and premium flower shop brands. The project required a complete analysis of the packaging, labelling and merchandising in both the cut flowers and indoor and outdoor plant categories.
Flower Garden
The design needed to work with existing fixtures and fittings but project a contemporary modern image and introduce a new premium range. The existing branding was simplified, new tone of voice copy introduced and the colour palette updated.
Concept and research
A bold and modern design focusing in on flower shapes in a contemporary brush stroke style. The layout for the labels was influenced by botanical bottle labels.
Concept illustrations - Brian Grimwood
