Waitrose & Partners FreeFrom

Free From products is one of the fastest growing food categories, considerably outperforming retail experts’ expectations. Waitrose & Partners appointed WMH to create a new Free From brand that would be an exciting, enticing choice for its discerning shoppers.

We positioned the brand as a positive, progressive eating choice, regardless of whether one has allergies or not. Rather than emphasise what has been removed, the brand idea stresses; “Free From: Full of Taste”. Appealing to both allergen sufferers and people who eat FreeFrom for lifestyle reasons.

The key visual mark is a pair of bespoke ‘f ’s’ that doubles as typographic braces, framing the food. Sophisticated and simple typography and photography communicates what makes these products so special.

Agency:
Williams Murray Hamm, 2018
www.wmh-i.com

Awarded:
FAB: Gold
Design Week: Commended
Pentawards: Bronze
The Drum: Gold
New York Festivals: Finalist
Fresh: Bronze
Transform: Silver