Recently I’ve been working on a project that needed me to think of as many ways to say ‘pouring honey’ as possible! This reminded me of some brilliant work from Lewis Moberly which was done before this blog was started so never got to feature. I’m thinking about doing a few more posts like this and less just about recent work to make sure this blog is full of stuff that actually inspires me and not just the top link on creative review!
LM’s task was to create a range for Waitrose Cooks’ ingredients and they decided to focus on the language used by chefs and tap into the colloquialisms of cooking.
I think this is a brilliant way to engage with the audience and bring some personality and warmth to the brand. By keeping the rest of the packaging simple it really pushes the copy and keeps the range looking clean and up-market.
By generally keeping the same “A ____ of _____” format and neat rectangles of typography, Lewis Moberly have ensured that all of the products clearly belong to the range no matter what bottle or packet the label is applied to. It also allows them to change the background colour of the labels to add some interest and complement the product they are placed on. Having said that I like the fact they’re not afraid to break that format and have fun with some of the copy such as “Easy on the Dijon smooth mustard” which brings even more humility and likability to the range.