Little Waitrose

Redefining convenience retail to inspire everyday meals

Quality British supermarket, Waitrose, has a rich heritage in food retail. There was an opportunity to bring quality and freshness more conveniently into the lives of customers by developing a new time and food occasion focused format that would be located closer to customers.

Little Waitrose brand and format design, including in store communications, designed by Household.
Little Waitrose in store communications on the salad aisle of Little Waitrose designed by Household.
Little Waitrose staff handing out leaflets wearing uniform, retail brand identity designed by Household

Convenience for customers on the move

Household worked with Waitrose to develop the ‘Little Waitrose’ format and retail brand identity. The concept, designed for a time-pressed customer, responds to the need for a coffee and pastry to eat straight away, through to inspiration for tonight’s dinner.

Little Waitrose store entrance showing brand and format design, including in store communications, designed by Household.
Brand communication for new brand identity for Little Waitrose, designed by Household.

Our approach looked in depth at cafés, restaurants and coffee shops to develop a foodie focused strategy that embraces a ‘love of food’, to change the customer mindset from ‘supermarket routine’ to ‘meal anticipation’.

Little Waitrose brand and format design, showcasing hot food display and store communications, designed by Household.
Little Waitrose brand and format design, showcasing bread display and store communications, designed by Household.
Brand communication for new brand identity for Little Waitrose, designed by Household.
Little Waitrose logo for new brand identity, designed by Household.

Our design includes a new logo, format personality, retail communications, customer experience journey and store design. We positioned a self-serve coffee stop in the entrance to introduce the journey as being about food ready for now. This invites customers to buy their coffee (and other goods) here rather than from the cafe next door.

Customers selecting products from the new format design, including store communications, designed by Household.
Little Waitrose brand and format design, including in store communications in the wine area, designed by Household.

Food ready for now

Brand communication for new brand identity for Little Waitrose, designed by Household.

We placed menu options as key communications across the store so that the whole shop is now considered a fresh food hub, rather than a series of departments and aisles. Mouth-watering offers and visible food invitations from outside work to show the Little Waitrose food experience has plenty more on its plate than just groceries.

Brand communication for new brand identity for Little Waitrose used in the shop front, designed by Household.
Key Insight

Rising urbanisation and busy lifestyles are driving an increased demand for food solutions.

Nearly 70% feel that the pressures of modern life have increased over the past five years. (Waitrose, 2018)