Supermarkets are incredibly noisy places from a design perspective.
Packaging has a really tough brief to fulfil.
It needs to contain the product, keep it in good condition and be useable.
Above all, it needs to get noticed.
Waitrose have recently introduced a new soup pot design.
While you pick yourself up off the floor, let me explain.
I often buy a Waitrose soup for lunch so consider myself a bit of an expert in soup matters…
Today the world changed. Today the new soup packaging really gained my attention.
It looks a bit smaller than the old one. Bold.
It’s less bulky so will fit in my always too full fridge a bit better too. Relevant.
Yet, it holds the same 600g as the boring old round one. Two bowl’s worth. A player move.
It’s an unusual shape that stood out to me. Visible.
It even has an integrated spout so you can pour out half and not slop it everywhere (like I do). Easy.
So, congratulations to the Waitrose packaging team.
You’ve shown how seemingly mundane design changes can be brave too.