Waitrose

Free From. Full Of.

WMH_WAITROSE_FF_WEB_V1 image
WMH_WAITROSE_FF_WEB_V12 image
WMH_WAITROSE_FF_WEB_V13 image
WMH_WAITROSE_FF_WEB_V14 image
WMH_WAITROSE_FF_WEB_V15 image
WMH_WAITROSE_FF_WEB_V16 image
WMH_WAITROSE_FF_WEB_V17 image
WMH_WAITROSE_FF_WEB_V18 image
WMH_WAITROSE_FF_WEB_V19 image
WMH_WAITROSE_FF_WEB_V110 image

BACKGROUND

Free From products are one of the fastest growing food categories, outperforming retail experts’ expectations to date. Waitrose & Partner’s came to WMH to create a new Free From brand that will be an exciting, enticing choice for discerning shoppers.

STRATEGY

We positioned the brand as a positive, progressive eating choice, regardless of whether you have allergies or not. Rather than focusing on the negatives, the brand idea points out; “Free From… Full of Taste”. Appealing to both allergen sufferers, and people who eat Free From out of lifestyle reasons.

SOLUTION

The key visual mark is a pair of bespoke ‘f’s’ that double as typographic braces, framing the food. Sophisticated and simple typography communicates what makes these products so special. This is complimented with an editorial-style approach to the food photography. The design represents a shift in mindset for “free from” food, emphasising that the products are full of flavour instead of focusing solely on the removal of allergens.