There's nothing left out in the design of this packaging

The own-brand range is for people with allergies and intolerances, and includes foods that are gluten, nut, dairy and soya-free.

However, the selection has been designed to also appeal to people without allergies, who choose to go free from for health reasons.

The new Waitrose Freefrom brand is centred around the word “freefrom” set in a lowercase, sans-serif typeface in white, which is a bespoke version of a typeface produced by foundry Commercial Type and was produced alongside design studio West One Arts.

This type aims to be “sophisticated and simple”, and is used alongside a pair of parantheses symbols – curved brackets, “{}” – which frame text and food photography. These brackets double up as two lowercase “f” letterforms.

This logo runs alongside the strapline “full of taste”, and the new Waitrose & Partners logo, which was launched as part of the John Lewis and Waitrose rebrands that looked to put more emphasis on the company’s employee-owned business structure.

Whatever ingredient is left out, it certainly isn't lacking in the design!


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