New packaging designed by Pearlfisher for the Waitrose LOVE life ‘you count…’ line of ready-to-eat foods puts calorie counts in the limelight with bright colors and large fonts. This design simplifies the search process for nutritional information in a visually attractive manner, enticing consumers concerned with counting calories.
The ‘you count…’ range of meals and snacks are designed to support a calorie controlled diet of 1500 calories a day. The new designs use vibrant colours and food photography, to deliver the message that food doesn’t need to be boring, even if you’re watching what you eat. Each product boldly displays its calorie count in one of five colors chosen for the range. Different product groups are identified using different colors, with magenta pink linking to beef and pork variants, egg yoke orange to chicken or certain fruit lines and teal blue to natural flavours and fish products. Natalie Chung, creative director at Pearlfisher, explained:
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.