We have in the past worked for nearly all the major supermarkets in the UK and some overseas including Sainsbury’s, M&S, Asda and Tesco and Waitrose. These Waitrose Digestives were designed back in 1995. The brief was, essentially, make the name and the product shot as large as possible on pack.
The solution was simple. Combine the two:
They then changed the rest of their biscuit lines to follow the digestives design and it was in store for about 10 years. That’s a long time for own brand packaging. Especially on such a popular line.
When we presented it, the buyer said ‘that’s the one’ when they saw the idea. They didn’t even look at the other routes we had to present. It was never researched.
It’s great to have a client who knows their brand, has intuition and gets excited by design.