Waitrose introduces new packaging design for Pure own label beauty range

New look Pure range

New look Pure range

Waitrose has been working with brand consultancy DewGibbons + Partners on a packaging redesign of Pure, its own label beauty range.

The Waitrose Pure skincare range has been in-store for a number of years but required redevelopment for better standout on shelf, said DewGibbons + Partners. Plus there was a need to more clearly position the nine-strong range as natural skincare, due to a reappraisal and reformulation of all products, which are now suitable for all skin types, dermatologically approved, and contain 95%+ naturally derived ingredients.

To ensure Pure is displayed with pride on shelf and in bathrooms, DewGibbons + Partners’ design solution acknowledges contemporary trends in interior design, the company claims. The agency collaborated with renowned fabric and wallpaper designer Sabine Reinhart to create a flora inspired background pattern that subtly decorates each of the packs. The logotype and typography are a simple and purposely understated foil to the richness of the illustration. A seal endorsing the products’ purity underpins the brand’s natural claims. DewGibbons also sourced new pack structures that provide a united feel to the range.

Moira Lazenby, health and beauty product developer at Waitrose, said: “DewGibbons + Partners’ track record in design for the beauty market is second to none. We’re confident that this redesign will drive up own label market share and lead to significant incremental sales through increased penetration.”

The brand relaunches in store this month (March 2014), and an associated hair care range will launch later in the year.