Nutricentre approached The Yard looking to “disrupt the industry” and “help guide people to better health through nutrition” according to The Yard founder and creative director Steve James-Royle.
Having established that the biggest barriers in the market are “uncertainty and a lack of knowledge” James Royle says The Yard based the design on what customers know and don’t know about health products.
The first shop to open will be a concession in the Kensington branch of Tesco, which owns the brand, and the concept will roll out across new and existing stores in the coming months.
James-Royle says the design is imbued with a feeling of “elevation, optimism and a ‘can-do’ attitude”. The logo, colour palette and illustrations were all developed with this idea in mind.
The Yard worked with Nutricentre to establish “low- and high-knowledge” sections for a store concept, which places the low-knowledge area at the front of the store and focuses on two areas.
A deli Food for Now section has been designed to appeal to new customers and platforms have been created to help teach these customers about how they can benefit from nutrition.
SAM is a model with removable pieces that reveal products that can help with maintaining different parts of the body.
A Super Nutrients feature show the “top ten” nutrients, vitamins, minerals and supplements and explains their benefits and what foods they can be found in.
The Common Conditions display lists the ten most asked about ailments and features accompanying products which the store has selected to help people.
A Tactile Digital Experience Table is RFID enabled and allows customers to pick up certain, products place them on the table and find out further information.
James Royle says: “There’s only so much information you can get from a label so this gives added value and breaks down the barriers of the packaging and the four walls.”
For high-knowledge customers categorisation and navigation have been simplified and on-shelf information written differently for those “in the know”.
Meanwhile mobile payment has been integrated to help speed up paying for goods.