WAITROSE UK
'The New Food Culture'
Many years ago we met the board of Waitrose and was presented with a book the ‘Waitrose Constitution’. Waitrose is a different breed of company with the most amazing set of values and provenance at its core. Unfortunately at the time the stores felt more like a ‘hospital’. The project was therefore to update Waitrose...
Our strategy was to bring alive the joy of food to differentiate Waitrose as the leader in new food culture as well as tackling the issues of sustainability, provenance and convenience. This was something we identified to be more instrinsic to Waitrose, and less about ‘colour on cardboard packaging’.
The project included brand identity and implementing this 'sensitively' across board – using Waitrose’s gentle authoritative tone of voice to correspond with its discerning customers, from signage and wayfinding systems, uniforms, provenance through supplier stories, packaging, elevating store interiors, as well as refining customer experience through product offers. Following the success of the model store in Marylebone, this formula was rolled out UK wide, balancing consistency as well as locality, achieving what finally, feels like Waitrose.
In tandem, we also worked on Waitrose's partner company with their launch of John Lewis Foodhall (by Waitrose) using the same principles born from this project.
Our experience in the supermarket and food retail sector includes other projects such as Interspar and Maximarkt in Austria, SPC Bakery Cafés in Korea, China and the USA.
BRAND IDENTITY + PROPOSITION + BRAND AUDIT + STORE DESIGN + VISUAL MERCHANDISING + ART DIRECTION + PACKAGING + SIGNAGE STRATEGY + VISUAL MERCHANDISING + ILLUSTRATION