As part of a wider review of the Waitrose pre-packed bacon assortment, a design was created for the 'English Dry Cured' range that made its premium positioning clear. The traditional, hand-crafted quality of the product is reflected in the typography and engraved illustration, while the environmentally-sound product story is reinforced by the limited, earthy color palette. Subtlety and restraint help to set the correct tone of voice.
