Brand identity and Range Implementation to Change Consumer Purchase Behaviour and Drive Growth

Brand identity and Range Implementation to Change Consumer Purchase Behaviour and Drive Growth

Waitrose & Partners (part of the John Lewis Partnership), established in the UK in 1908, is a global grocery chain (Waitrose products are sold in every continent except Antartica) priding itself on its customer service and its committment to quality food. It has managed to weather the ups and downs of the UK food retail market with a long established reputation for its attention to detail and design in all aspects of its brand and is one of the most sought after brands in any retail space. To recapture the sales from the competition, a top tier brand was introduced. Our Change agent through design was able to instill confidence and trust through long established understanding of the brand and its customer profiles - successfully launching the new premium segment brand across 520 items with instant success in sales.


  • To deliver a new top tier design solution for Waitrose to drive growth. Strategic insight had identified the lack of a mass premium top tier category within the Waitrose brand hierarchy and that sales were being lost to competitor premium ranges.

  • To create a range name and identity that was flexible enough to work across all food categories consistently yet retain individual characteristics.

  • To create a point of difference that was ownable and unique to Waitrose and strengthened its point of difference.

  • Waitrose 1: beautifully understated and timeless. Simple colour coding with an elegant signature grey palette for modernity and clarity.

  • The central idea of the design concept is storytelling. This is achieved through a bespoke drawing created with a single, continuous line that is synonymous with the brand. (Hundreds of bespoke illustrations were art directed to create personality whilst reflecting the artisanal and individually curated attributes of the brand.)

  • Implementation and project management across multiple categories to provide a consistent range template to aid customer navigation.


The Difference Made

  • Increased sales due to ease of navigation around store environment encouraging cross category purchasing.

  • Implementation across over 500 product lines due to templated design increased visibility and impact in store.

  • Consistent application of brand identity across all platforms to aid recognition.

  • Winner of Silver at DBA Effectiveness awards 2018. (The DBA Design Effectiveness Awards celebrate and prove how powerful partnerships between clients and designers can be.)

© Copyright. Sue Low.