Waitrose’s reputation for food is founded on provenance. All its own-brand products can be traced back to source - a fact they're justly proud of. To further build on this expertise Waitrose launched its own range of single estate olive oils from select olive growers in Italy. The brief was to suggest super-premium status, create authenticity, and enhance Waitrose's reputation by building on the idea of provenance and food expertise. Pearlfisher's designs reflect the individual character of each oil using different shaped bottles and labels. Although each bottle has a standard structure, together they look like a bespoke family. Black glass was chosen for its premium cues, but also because it protects oil from the light, a practical measure demonstrating food knowledge. The typography resembles a stamp from the estate and is printed on thick paper for authenticity. The Waitrose name in silver foil adds a premium touch.