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
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