N | Waitrose UK
'The New Food Culture'
Many years ago I 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 to update Waitrose...
My strategy was to bring alive the ‘joy of food’ to differentiate Waitrose as the leader in ‘new food culture’ and the issues of sustainability, provenance and convenience. This was something more ‘Waitrose’ and not about ‘colour and cardboard’.
The ongoing projects including the Waitrose identity, alongside Pentagram (John Lewis), sensitive signage application of the brand to a wide variety of UK locations – using a ‘Waitrose’ gentle authoritative tone of voice and design language across supplier stories, packaging to ‘refresh’ the interior.
My experience in the supermarket and food retail sector includes other projects such as Interspar in Austria, SPC Bakery Cafés in Korea, China an the USA.