Waitrose Duchy Organic | Concept Design
In 2025 Waitrose relaunched its organic own brand with a modern new look and feel, pivoting from a purely ethical focus to highlighting that it is a brand with passion and purpose, made with care, that stands out against other retailers organic ranges.
Taking inspiration from Duchy's new packaging design by Pentagram I worked alongside the Brand, Marketing and Creative teams at Waitrose to define a design system for a multi-channel brand campaign that positioned Duchy as a more distinctive and accessible everyday organic brand.
