Pearlfisher has created the new packaging design and brand identity for Waitrose LOVE life ‘you count…’ a range of great tasting meals and snacks designed to support a calorie controlled diet of 1500 calories a day.

The new design uses vibrant colour navigation and food photography that depicts the great tasting food and highlights the calorie count. The design continues the vibrant aesthetic of the Waitrose LOVE life range, emphasising that food doesn’t need to be boring, even if you are watching your calorie intake. On each product, the calorie count is clearly depicted in large numerals in one of the five colours chosen for the ‘you count…’ range.

Photo: Packaging for Waitrose LOVE life ‘you count…’ designed by Pearlfisher

The ‘you count…’ range clearly links to the mother brand ‘LOVE Life’ through the Waitrose LOVE life identity as well as through the nutritional indicator system and the use of bright vibrant colours of teal blue, egg yoke orange, magenta pink and a fresh green. The magenta pink links to beef and pork variants, the egg yoke orange to chicken or certain fruit lines and the teal blue for natural flavours and fish products. The design will appear on shelf throughout Waitrose stores across ready meals, yogurts, cottage cheeses, fresh puddings, frozen desserts, food to go, frozen meals, hot drinks and baked goods.

James Newman, Health and Wellbeing Manager for Waitrose LOVE life comments, “Pearlfisher have done a great job of creating a design for the LOVE life ‘you count…’ range that highlights the exciting and delicious choice available in the range whilst clearly bringing out the information necessary to those watching their calorie intake.”

Natalie Chung, Creative Director at Pearlfisher comments, “the new LOVE life ‘you count…’ range from Waitrose is designed to highlight the importance of individual choice and provides a transparency with regards to calorie information. The vibrant colours and delicious food photography connects the range with the core Waitrose LOVE life range and shows that we can still have delicious food without being apologetic about counting calories.”

Waitrose LOVE life ‘you count…’ is available in Waitrose stores across the UK from January 2012.