Household - designs places for people

The Opportunity

The idea for a new type of convenience store was launched out of the insight that convenience shoppers care just as much about fresh food they recognize as they would at any other time of shopping.  The mission or need is simply different.  This convenience format would therefore need to focus on offering customers fresh meals, choice of fruit and vegetables, ingredients and inspiration on a daily basis.

Our solution

We worked closely with Waitrose to tailor communication to the customer with a ‘convenience’ mindset.  This meant initially understanding the differences between the formats and offering, in order to underpin which services and ‘fresh food moments’ would be highlighted within the store.

The retail branding was designed to create a customer journey that guides people around the store by shopping with fresh ingredients in mind. We created a magazine and editorial-led navigation to inform the customer of food pairings and recipe ideas which they could use to orient themselves.  Tear off recipes, language and softer sage & earthy colours gave the feel of a deli and inspire customers with tasty meal ideas to eat now.