79 TURNER DUCKWORTH
“Interestingly,” says creative director Bruce Duckworth, “research has
shown that the general public does not realize that honey is made by
bees!” That same research also came to the conclusion that putting pictures
of insects (including bees) on packaging was, as Duckworth puts it,
“not desirable.” Nevertheless, he says, Waitrose “has seen excellent sales
results since the packaging—with bees—has been launched.”
Over the years, the Waitrose food shop chain has offered many
varieties of honey at different prices and introduced 21 new varieties
along the way. The honeys have been divided into three pricing
tiers with distinct reasons for buying each: Basic, good-quality
honey made by good, earnest bees is one; honey flavored by specific plants that have nourished particular bees is second; and honey from different, appealing regions is the third. “The great
thing was to be able to design all three tiers together,” Duckworth
says, “which meant that we could clearly differentiate what
intrinsically looks like the same product.” Once the designs were
in, Waitrose was delighted that someone had managed to separate
their honey offerings, and that customers now can understand
the pricing and the reasons to buy. Not a single person minded the
bees. by Dana Rouse
Turner Duckworth | Creative Directors: David Turner, Bruce Duckworth | Designer: Christian Eager | Illustrator: John Geary | Artworker: Reuben James | Client: Waitrose Honey—Good | Contact: www.turnerduckworth.co.uk
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