We then created a design system inspired by the care they take. We created a written and visual ‘care story’ for every product and made it central to the pack. We developed a tone of voice to excite shoppers and delight their senses, and imagery to evoke the food’s provenance and the human touch. We designed different colour palettes for every range, making them attractive and simple to find. And we created a new style of photography that celebrated food in all its imperfect, delicious glory so it stood out on shelf, looking fresh and real.

To deliver this across every category and 9000+ SKU’s we set up a dedicated team and a rolling strategic and design sprint process that allowed us to interrogate their buyers in a weekly Monday workshop and deliver a design solution to reflect the stories we’d unearthed by the following Friday.