Wayfayrer

Solution

The primary goal of the packaging redesign was to create a visually striking and lifestyle-driven look that reflected the outdoor adventure experience Wayfayrer offers. We also focused on enhancing differentiation between meal variants, as four additional meal options were being introduced alongside the new packaging. To achieve a stronger lifestyle connection, we incorporated photographic background imagery of the countryside, reinforcing the idea of enjoying Wayfayrer meals in the great outdoors. This was complemented by lifestyle photography that showcased the product in real-world use, bringing authenticity and inspiration to the brand’s visual identity.

A significant improvement was made in meal variant differentiation, ensuring consumers could easily distinguish between products at a glance. A bold, large typeface was introduced for each meal name, paired with a distinct colour-coding system – orange for breakfasts, teal for dinners, and purple for puddings. This use of colour not only improved navigation on the shelf but also added vibrancy and modernity to the packaging. The back of the pouch was completely overhauled to improve clarity and usability. New redesigned icons and clearer usage instructions were introduced, ensuring that customers could quickly understand preparation steps. The DofE endorsement was also incorporated prominently on the front of the pack, reinforcing the credibility and trust in the product.