Supermarket chain promotes healthy option

Health food shopping gets the supermarket touch next month when Planet Organic opens its first outlet. Name development, retail identity, facia and interior signage is by Coley Porter Bell.

Planet Organic’s backers aim to create a chain of stores. Four London stores are anticipated before the rest of the UK is targeted.

Billed as “a revolutionary natural food supermarket”, Planet Organic is to be a one-stop supermarket selling a more complete range of products than is available in health food shops.

The goods on sale will range from organic fruit, vegetables, meat and fish to environment-friendly detergents. The 465m2 store in Bayswater, London, will house a delicatessen, cheese and bakery counter and a coffee bar.

Planet Organic’s founders, Renée Elliott and Jonathan Dwek, aim to make ethical shopping easy and convenient. “In other words, we read the label so you don’t have to,” says Dwek.

A Coley Porter Bell spokeswoman says the Planet Organic identity combines two styles to sum up the serious and entertaining sides to the business. The consultancy anticipates that a programme of own-brand packaging will follow.

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