Design, Illustration: Tesco packaging

The brief:

This packaging commission was undertaken while at a long-time freelance gig at a Chester agency. The brief was completely open – design a cookie bag for kids.

The process came to a crunch:

My ambition for some time was to become a children's book illustrator, but the industry was so unfathomable and competitive that my career took a different path. But with this ambition in mind and a head full of kids' books and cartoons, I produced these designs. I remember elements of the process were hard-fought over. The issue raised was that the 'buttons monster' was too scary for kids, and the client would never go for it. The introduction of eyelashes to make the creature a little "friendlier" was suggested, but at the last minute, the bravery of the head of creative said, "Take them off, we are sending the original." I'm so glad this happened; it taught me a lot about fighting for creative vision, and the great outcome was... Tesco used the monster bag for a good ten plus years.

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.