Budgens interiors to see overhaul

Gown- and wig-maker Ede & Ravenscroft has a new corporate brochure by Edward Briscoe Design.

John Herbert Partnership has designed a new interiors concept and updated logo for 105-strong supermarket chain Budgens – less than three years after its last identity.

Sedley Place revamped the chain’s interiors in 1994. The logo was previously designed by Dalziel & Pow in June 1993. Budgens’ in-house design team has also worked on aspects of the interiors.

“Budgens ended up with rather confused images coming from different sources. We were brought in to come up with one image,” says John Herbert, managing director of his consultancy.

Herbert won a credentials pitch in January against two unnamed consultancies. The logo has been modified to feature a drop shadow in cream, but the main focus is on the interiors, which Herbert says are “totally different” and include large scale photographic images of produce, terrazzo floor finishes and replanned aisles.

The identity has just been implemented at Budgens’ Midhurst store. It will be installed in its entirety to the largest stores, while interiors features will appear in all 2100m2 Budgens – the average store size. The smallest stores will not be revamped.

Budgens chief executive John Spreckelsen denies there will be any inconsistency. “The change in the logo is so slight no one will notice it doesn’t appear everywhere, and some of the stores are too small to alter,” he says.