Design: Harry's Country Kitchen packaging

The brief:

This packaging commission was for a major frozen foods company and one of their sub-brands "Harry's Country Kitchen". The brief was simple: a packaging design for frozen ready meals with high-quality, honest to goodness natural British ingredients. The designs presented were part of the process. Other leading brands were mentioned in the brief as we were looking to position the packaging alongside them in the public perception.

The approach:

Many alternatives were explored, and I've showcased a few here, but what they all shared was a reference to quality, and I introduced this in several ways. Color and an illustration style that was inspired by the wood and lino cuts of the late 19th and early 20th centuries. Not so much American illustrators like Rockwell Kent, but the homegrown beauty of English artists like Clare Leighton. A simple (and my preference) employment of a bold H monogram, and I felt like this was a great approach to the brief.

Tesco Cookie bag designs and illustration by James Wafer, Bluewhistle

Wiggly and yellow illustration design inspired by cartoons, comics and probably the 'Hey Arnold' cartoon.