Fortune Street
Interesting Branding.

Waitrose Glorious food
Our relationship with Waitrose goes back six years. Since developing a full new corporate identity for them, we have continued working on a number of in-store communication and packaging projects with them. Here are the stories of the two most recent ones.

According to the 2006 IGD report on food buying habits, over 70% of us want to buy food that has been locally produced. This is ringing confirmation of the change we have seen in food buying since the Millennium, also characterised by the rise of farmers’ markets, organic, awareness of seasonality, traceability, sustainability and husbandry standards.

Waitrose has always championed local and regional producers and has always had a strong commitment to sourcing and stocking seasonal British food. It’s a crucial part of what makes it different from other supermarkets.

Previously, their communications of each of their initiatives was fragmented and unrelated. They needed a strong visual way to speak about these initiatives with real punch in their stores. The stamp device has given them just that and allows them to talk about and, crucially, link their local, regional and British food stories under a much clearer campaign.




Unless you’re fashionably lactose intolerant, milk is the supremely everyday product. You probably pay very little attention to it when you buy it. You will know the size and colour-coded type that you like and you’ll pick it up wherever is convenient. To be honest, you probably think all milk is the same.


Well you’d be wrong. Waitrose milk is different.
It is sourced from a rigorously chosen pool of only
70 Select Farms, a unique scheme that gives customers the best quality milk in the country
and ensures investment in sustainable farming
and animal welfare.

Understandably Waitrose wanted to make this unique quality story clearer to customers and encourage them actively to choose Waitrose to buy their milk. The new packaging does just that by bringing the Select Farm story right to the front of their communications through developing the strong stamp graphic further and by making heroes of at least three of the Select Farmers.



Alongside Select Farm milk, we also looked at
the Organic range. We needed to give it a similar family feel to the Select Farm but work within Waitrose's new Organic packaging guidelines.
The solution was also photographic but this,
in a very organic way, made a hero of the
British landscape.