Waitrose asked us to create a distinct and compelling brand identity for their range of food on the go, relaunching with over 150 products to offer consumers a wider choice of healthier as well as tempting treats for lunches/out of home eating.

The name 'Good to Go' was developed to highlight the sub-brand and range’s proposition and accessibility. To reinforce the food values and principles of Waitrose, a set of illustrations for each protein type was developed by Rebecca Sutherland and used alongside a natural, bright colour palette to hero the use of fresh, tasty ingredients.