+44 117 204 7334 | 0117 204 7334 chas@textwizard.com

Packaging copy guidelines and tone-of-voice guide for Waitrose

Click an image to enlarge

Tone-of-voice copywriter: extract from Waitrose packaging copy guidelines
Packaging copywriter: two soup packet from Waitrose
Tone-of-voice copywriter: contents page from Waitrose packaging copy guidelines

When Waitrose asked me to look at the editorial style and tone of voice of its packaging, I didn’t expect to be writing a 37-page document. But the team I was working with wanted comprehensive editorial and tone-of-voice guidelines that everyone – Waitrose’s buyers and roster of freelance copywriters – could refer to.

Since there was no existing guide, I created Waitrose’s style from scratch. I began with an audit of the packaging copy, explaining what worked and what didn’t.

Although this guide has long since been superseded, I think it still stands as a model of what makes packaging copy appealing and instantly understandable.

I, too, was on Waitrose’s roster of writers. The two packet soups come from one of my copywriting projects.


Telephone  +44 117 204 7334 | 0117 204 7334
Email chas@textwizard.com

Instagram icon  twitter  linked-in

Legal stuff

Text Wizard® is a registered trade mark

Text and images © 2000–2020
Text Wizard Copywriting Ltd