Another mouth-watering project was the entire own-brand snack range, including Waitrose hand cooked crisps, pretzels and peanuts. Each range is carefully positioned by the buyers from premium to budget, but must always uphold the Waitrose values. On the gondolas, they have to compete fiercely with established brands both visually and on cost, but never look cheap.

Our solution reinforces this positioning using carefully selected colours with a mix of found imagery and strong typography.