Waitrose has been working with brand consultancy DewGibbons + Partners on a packaging redesign of ‘Pure’, its own label beauty range.
The Waitrose Pure skincare range has been in-store for a number of years – it required redevelopment for better standout on shelf. Plus there was a need to more clearly position the nine-strong range as ‘natural skincare’, due to a reappraisal and reformulation of all products, which are now suitable for all skin types, dermatologically approved, and contain 95%+ naturally derived ingredients.
To ensure Pure is displayed with pride on shelf and in bathrooms, DewGibbons + Partners’ design solution acknowledges contemporary trends in interior design. The agency collaborated with renowned fabric and wallpaper designer Sabine Reinhart to create a flora inspired background pattern that subtly decorates each of the packs. The logotype and typography are a simple and purposely understated foil to the richness of the illustration. A seal endorsing the products’ purity underpins the brand’s natural claims. DewGibbons also sourced new pack structures that provide a united feel to the range.
