Redesign a luxury packaging

Redesign a luxury packaging : Waitrose’s British Garden Peas

Garden Peas is a common product, which can be easily found in supermarket. However, the price is mostly depended on different levels of supermarket, so there’s some problem surfaced the current packaging of peas: the packaging of Waitrose’s peas seems not luxury enough to match the price. 

Brand Value: Waitrose has the greatest extension capability with 80%, even though it has the smallest market share of the major supermarkets. Besides, Waitrose brand is well positioned in providing a wide range of high-quality and own brand products.

The challenge is to design a luxury packaging of peas, which can be fit in with its price. Considering different elements, which can represent luxury.

I design different visual concepts of peas which are based on luxury. 

At first, I try to create  a repeat luxury pattern as background,although black represent luxury, the surface design did not look like peas packaging. Then I design a transparent window to show peas inside, which can let consumer be more confident about what they bought.

Streamline or curve is one way to show luxury, therefore, I design a streamline pattern with transparent window, also select appropriate colour, black and golden, to make the peas packaging be more luxury.


Also I designed a presentation board for British garden peas: