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h e t h e r i n g t o n v e a l case study - packaging Waitrose Fromage Frais 1

Waitrose Fromage Frais with real fruit pieces

Waitrose asked Hetherington Veal to design an outer
cardboard sleeve for a new product - Fromage Frais with
real fruit pieces. The outer sleeve contained individual
pots in four different flavours.

For our first stage roughs we presented a number
of concepts, each interpreting the brief in a slightly
different way.
 
 
h e t h e r i n g t o n v e a l case study - packaging Waitrose Fromage Frais 2

Waitrose Fruity Fromage Frais

At the first stage presentation, 8 concepts were submitted
for discussion. Here is just a selection.
 
 
h e t h e r i n g t o n v e a l case study - packaging Waitrose Fromage Frais 3

Concept 1 - Dairy abstract

The cool blue, textured wall (reminiscent of a dairy) gave
a powerfully contrasting backdrop on which to show the bright,
succulent colours of the fruit.

The unusual yet simple diagonal
design repeated on the side face,
worked well for product recognition
when viewed as stacked on the shelf.
 
 
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Concept 2 - Illustrative traditional scene

Illustration was used in this concept to evoke a traditional
countryside scene. Overflowing baskets of fruit and dairy
herds expressed the natural freshness of the product.

 
 
 
 
 
 
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Concept 3 - Dairy tiles

Traditional dairy tiles combined with a rich
'dutch-master' style gave this concept a unique
and distinctive feel. Differing colour-ways were
also explored.
 
 
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Concept 4 - Waxed paper

The traditional waxed paper used for wrapping dairy products
was the inspiration for this route. The central panel replicated
the look and feel of this paper, and a traditional woodcut
style print was used for the product details.

 
 
 
 
 
 
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Concept 5 - Smooth and luxurious

The airbushed swash gave a creamy and luxurious feel to this
concept and the dark background provided the ideal backdrop
for the brightly coloured fruit.

 
 
 
 
 
 
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Concept 6 - Quarters and roundel

This pack is divided into four distinct sections to denote the
four different favours available in the pack. This was the clients
preferred route and went on to a type development stage.

 
 
 
 
 
 
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Finished product

After going through successive stages of fine-tuning,
Hetherington Veal then commissioned and art directed
the photography for the pack, produced digital artwork
and then oversaw the printing process.