CLIENT /// Waitrose /// PROJECT /// Continental picnic range

BRIEF /// Design the packaging for three picnics within the range, evoking the country or region of origin, without patronising your audience with simplistic imagery of flags etc. Your consumer is likely to be well travelled, professional, between the ages of 22-50 male or female.

Each meal must be conveniently packaged and capable of being eaten by the consumer on their lap, in a park, or at work. Each picnic is sold as either an individual meal or in larger packs for two people.

SOLUTION /// My solution was based on the concept of a market experience. I wanted to try and re-create the experience of a continental market place within Waitrose through the packaging and importantly the way that it would be displayed within the store.

My research lead me toward a grocery box format which is universally used in markets around the world. I designed the packaging so that it would easily stack while differentiating each country through the use of pattern, colour and a unique crest. The top of the box was designed to open outwards providing trays for two people sat side by side to use together or individually much like a miniature picnic hamper.