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