Roll-out of freshened look begins

Waitrose has begun the national roll-out of its revamped identity and signage, created by Interbrand and JHP, several months after the process was originally billed to start.

Under the plan explained exclusively to Design Week by outgoing John Lewis Partnership design consultant Douglas Cooper (DW 21 March 2002), the design work was to be phased in following four store openings last autumn.

But Waitrose head of graphic design Maggie Hodgetts claims a difference of emphasis, saying the launch in the Canary Wharf, Chandlers Ford, Cheltenham and Tonbridge outlets was more of a ‘test’.

‘It was a trial in the autumn to learn a few things about implementing the design,’ she says. The roll out to 140 stores nationwide is expected to be completed by 2005.

Waitrose has dropped its ‘burnt orange’ corporate colour in favour of two shades of green, as the brand moves to associate more closely with its parent, JLP. The identity shift is the first significant change to Waitrose’s corporate image for 15 years.

‘The new design is fresher, modern and more approachable than before,’ says Hodgetts. ‘It will help us talk to customers more easily about the fresh food expertise that is at the heart of what we do.’

Interbrand devised the lower case, sans serif logotype from concept ideas proposed by JHP. The identity has been applied to carrier bags, stationery, packaging and vehicle livery as well as the JHP-designed signage.

In-store environments reflect ‘the joy of food, brand authority and modern living,’ says JHP joint managing director Steve Collis.

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