Dew Gibbons + Partners


Waitrose Pure

Natural Skincare


The Waitrose Pure own label beauty range has been in-store for a number of years.



Pure required design redevelopment for better standout on shelf, and improved pack navigation for shoppers. Plus there was a need to more clearly position the nine-strong range as ‘natural skincare’, due to a reappraisal and reformulation of all products, which are now suitable for all skin types, dermatologically approved, and contain 95%+ naturally derived ingredients.

Beautiful Thinking

To ensure Pure is proudly displayed on shelf and in bathrooms, our design acknowledges contemporary trends in interior design. We collaborated with renowned fabric and wallpaper designer Sabine Reinhart to create a flora inspired background pattern that subtly decorates each of the packs. The logotype and typography are a simple and purposely understated foil to the richness of the illustration. A seal endorsing the products’ purity underpins the brand’s natural claims. We also sourced new pack structures that provide a united feel to the range.


• Vertex Awards Double Gold