JOHN LEWIS FOODHALL
'Provenance & Partners'
The charm and appeal of the farmers market... What wonders of the season will await us, what homemade epicurean delights will make our palettes salivate and which well-worn anecdote will a muddy farmer's wife delight us with? But then, the surprise at the price of a single foraged carrot.
Enter the John Lewis Foodhall: A food buying experience with the democratic integrity of John Lewis and the with thoughtful provenance of Waitrose.
To create this food market experience, the John Lewis Foodhall featured deconstructed food counters focusing on UK hero suppliers. Heroes included Scottish Aberdeen Angus rearers, Cornish wine producers, Lincolnshire Poacher cheese makers and lobster catchers in Cornwall.
We devised communications through What’s in season entrance calendars highlighting freshness, in-store events and product launches. A food market style point of sale methodology included expert partner recommendation and food tips. This was created as a module-based system so they can be adapted monthly by the in-house team.
The project included the development of the John Lewis Foodhall proposition (following the Waitrose rebrand), identity, communication, exterior and interior signage, nationwide photoshoots, point of sale, visual merchandising and bags, wrap, ribbons and uniforms.
PROPOSITION + BRAND IDENTITY + SIGNAGE + VISUAL MERCHANDISING + RETAIL PLANNING + DESIGN LANGUAGE + PHOTOSHOOT + PACKAGING + SERVICE STYLE + UNIFORMS