A unique marque for special partnership the combined expertise and integrity
of Duchy Originals and Waitrose. Lewis Moberly embodied both of their
respective values in the packaging of an exemplary range

DUCHY ORIGINALS


CHALLENGE


To build on the equity of the Duchy Originals
identity created by Lewis Moberly for
HRH The Prince of Wales and reflect a new
collaborative partnership with Waitrose.
To maintain existing customers and
encourage re-appraisal of the brand
both within Waitrose, and beyond.

SOLUTION

The packaging presents the products with
clarity using transparent materials and
windows where possible, or alternatively
simple photography. Packaging materials 
and formats have been rationalised where
appropriate to deliver environmentally 
efficient and cost effective solutions. 
Both brands share a belief in the value of
British organic food produced sustainably 
and with care. LM united the collaboration
with ‘Duchy Originals from Waitrose‘, 
incorporating the shield from the Duchy 
of Cornwall coat of arms, and the line
endorsement ‘A partnership preserving 
our heritage’ to underscore the pioneering
relationship to the consumer.

”The key achievement of this design was to
maintain the equity of the Duchy Originals
brand, whilst aligning Waitrose own
architecture and covering a variety of products.
The confidence and contemporary feel moves
the Duchy brand forward, positioning it as
a lead brand for quality, sustainable British
food and drink. This has maintained existing
customers, and encouraged new to re-appraise
the brand – both within Waitrose, and beyond.”

JAMES MORRISON, BRAND MANAGER TOP TIER WAITROSE

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“Thank you to all who are here today who have played such an important part
in helping create a brand which, at the end of the day,
really does take the biscuit.”

HRH THE PRINCE OF WALES

“Love the mince pies! Gosh you guys are sooo creative…”

TRACEY ANDERSON, PRODUCT DEVELOPER FOR SEASONAL EVENTS BRAND DEVELOPMENT TEAM, WAITROSE