As I am targeting Waitrose customers for my mushy peas product, researching their own branding which they use to appeal to this demographic is a good starting point for understanding what their aesthetic tastes are.
One of the strongest elements of Waitrose's visual branding are the illustrations they use on their bags for life, essentials range packaging and various instore boards and posters. I found a good example of these on their website on a page showing which foods are in-season when.
http://www.waitrose.com/food/foodseasonality/britishseasons.aspx
The images have an intensely rustic quality, using a rough line capturing the basic form of the subject and a loose application of tone and colour, which often spills outside the object onto the ground. This reinforces the idea of freshness through the raw, uncontrived imagery, We get the idea (through the splatters and colour splashes), that these food items are exuding colour which we associate with potency, freshness and vitality.
They have obviously chosen illustrator Emma Dibben (http://www.emmadibben.com) for this style as they want to communicate these things about their product to their customer who they obviously feel strongly values freshness in their produce.
The illustrations are also quite dramatic with their vivid colours adding vibrancy and splatters creating an energetic feel as they are indexical signs of the illustrator using a quick, animated process as they look random and unintentional. The way in which Emma Dibben imbues a sense of energy and enthusiasm into these images makes them quite celebratory of the food portrayed which reflects the likely attitudes of the typical Waitrose customer who would most likely be shopping there because they value good food and are willing to pay slightly more than in LIDL, Tesco or Asda.
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