Winterbotham Darby for Waitrose

Background

In the competitive Christmas market, Waitrose want to stand out against competitors. For 2011 they wanted a more mature look for the Waitrose Panettone.

Brief

Waitrose fell in love with the 2010 Panettone design so much that they didn’t want to let it go. So, the brief for 2011 was to keep with the current design but give it a fresh look for this Christmas.

Outcome

For the redesign, Equator revamped the colours, simplifed the text and holding device and added a new scrumptious flavour. Sales were huge last year and we’re hoping for the same success in 2011.

“In 20 years in the food retail industry, no-one has taught me more about design. It was the team at Equator who showed me that good design was not necessarily subjective - the right creative answer was not necessarily my immediate choice... a valuable lesson. Better still they have often presented me with the right answer first time.” Jo Broughton, Consultant, Winterbotham Darby & Co Ltd.

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