Waitrose provide a large range of fresh pastas. Merchandised together in the chiller cabinet, the range was visually disparate and dated. Our brief was to unify the range within a contemporary design, as well as create a Good, Better and Best tiering system to aid customers in shopping the large choice on offer.

The design solution for Good uses simple colourways and textured backgrounds to communicate good quality recipes for everyday use. A photographic route for Better highlights the use of fresh ingredients and interesting flavours, for a more adventurous meal occasion. A large windowed pack was used for the handmade Best range to showcase the high, restaurant quality of the pasta itself.

The Good, Better and Best tiring system we put in place for the pasta has been continued on to Waitrose’s Chilled Pasta Sauces giving the range a clear and cohesive message for Waitrose’s discerning customers which has encouraged them into making additional purchases.