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Design is a small planet, often self-referential, with well-worn paths for
exposition, criticism and analysis. When we contemplated devoting an
issue to self-promotion, we were acutely aware of certain tropes. The
usual way of portraying self-promotion by designers would be to focus
on the projects they use to market themselves and their firms—the
postcards, the tchotchkes, the e-newsletters, etc. But we decided right
away this issue would not be about that stuff.
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STEP Design 100 Annual 2006: Packaging (cont'd) |
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41. TURNER DUCKWORTH
Waitrose is a U.K. grocery chain that combines the convenience of a supermarket
with the service of specialty food shops. While not a gourmet
purveyor, Waitrose’s classy standards definitely convey an air of fine
living. “Their ethos is ‘quality food, honestly priced,’” says Bruce Duckworth
of Turner Duckworth. “They’re not cheap, but not exclusively expensive,
either.”
For Waitrose’s signature line of dried fruit, Turner Duckworth
did away with the typical clear windows of food packaging—let’s
face it, prunes are not terribly pretty to look at. Instead, sexy shots
of the pre-desiccated fruit are paired with luscious descriptions of
their origins. Heavy foil packages stand straight up on shelves with
resealable tops that keep fruit moist. But it’s a black matte varnish
that makes them seem especially luxurious, says Duckworth.
“They have a very high-quality feel to them.”
Alissa Walker
Turner Duckworth
CREATIVE DIRECTORS: David Turner, Bruce Duckworth
DESIGNER: Christian Eager
PHOTOGRAPHER: Steve Baxter
CLIENT: Waitrose
CONTACT: www.turnerduckworth.com
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