Waitrose 1 was launched in 2016 and to date encompasses over 600 products. From concept to launch in just 10 months, it was a challenging but personally highly rewarding team project. Whilst searching for a solution to introduce a more foodie element into the very graphic branding, I came across Paul Wearing's wonderful one line illustrations and as they say the rest is history.
Waitrose 1
Every story illustration was meticulously researched and refined to get the illustration just right. A simple classic colour palette was modernised by using a squid ink black and a dove grey.
Luxury chocolate packaging required a slightly different approach whilst still maintaining the brand credentials to create a unique and eye catching range.
Art direction
Luxury chocolate packaging
Photography - Phil Webb
Food styling - Jennifer Joyce
Art direction
Freshly prepared meal packaging
Photography - Phil Webb
Food styling - Jennifer Joyce
Concept and research
Originally I liked the idea of one continuous line drawing almost becoming the brand so that the number 1 or words were almost unnecessary. Timeless? We’re in good company with Picasso.
Sketchbook and published article on the concept behind the Waitrose 1 brand identity