This design for the packaging of Waitrose’s ‘Organic India’ range takes a traditional Indian aesthetic and presents it in a way that is distinctive and contemporary. As the range consists of many separate components it was important that the design created cohesion between each individual product and the whole. The packaging has been designed to allow the easy separation of different materials for recycling. Rich and vivid colours evoke the vibrancy of Indian art, the colour of each package has been carefully chosen to complement the food it contains. The only imagery to appear on the packages are simple illustrations of the vegetables used in that dish, this reflects the organic ethos behind the brand and Waitrose’s desire to provide only the most natural fresh ingredients.