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