Waitrose

Free From. Full Of.

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BACKGROUND

Free From products is one of the fastest growing food categories, considerably outperforming retail experts’ expectations. Waitrose & Partners appointed WMH to create a new Free From brand that would be an exciting, enticing choice for its discerning shoppers.

STRATEGY

We positioned the brand as a positive, progressive eating choice, regardless of whether one has allergies or not. Rather than emphasise what has been removed, the brand idea stresses; “Free From… Full of Taste”. Appealing to both allergen sufferers and people who eat Free From for lifestyle reasons.

SOLUTION

The key visual mark is a pair of bespoke ‘f’s’ that doubles 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.