In an increasingly complex and stressful world, simplicity can delight.
In design, simple can
mean bland and dull. Simple designs can be seen as cheap and generic. And yet
people seek out brands that make their choices, and their lives, simpler. It’s
not enough to create designs that look simple. They must be rich with meaning.
They must attract and engage people, make them think, and ultimately delight
them. It’s not easy to do all of this without adding complexity. But when a
brand’s visual identity is both simple and
delightful, it’s like a breath of fresh air.
Grocers typically package their own products as cheap
alternatives to the brands they sell. Waitrose was one of the first to attract
discerning customers by elevating their own products to standards as high, or
even higher, than the brands’. Waitrose products are simple and honest, made
with the best ingredients available. For over 20 years, we have been designing
packaging for Waitrose that celebrates this idea of simple, honest quality. Our
designs never over-sell the product or use gimmicks to entice consumers. They invite the viewer to delight in
the simple quality of the ingredients, and occasionally they bring a smile with
a touch of visual wit. The delightful simplicity of the designs means that they
are often more seductive than the brands they compete with.
Waitrose packaging has helped produce the impressive growth
in market share and revenue that the company has enjoyed, and the persuasive
power of packaging design is acknowledged within the company as a key contributor
to the brand’s success. So much so in fact, that the top people in the business
attend all the design meetings, to have their say in the work. This level of attention
helps projects run smoothly because decisions are made quickly, and it has a
unifying effect on the look of the brand without the need for design rules that
restrict creativity. The result is
a delightfully simple and inspiring shopping experience.
