Appointed in 2011 through a two-round pitch, Start JG consulted with Oxfam and its shop teams to look for a solution which it says would give people ‘a greater sense of connection’ to the global impact that shopping, donating or volunteering at Oxfam has.
Crates used to deliver supplies have been turned into mid-floor units, and corrugated iron water tanks and taps have been adapted into fixtures for displaying clothing.
Graphics have been applied to the walls to support Oxfam’s messaging. This falls in line with guidelines set by Wolff Olins which rebranded Oxfam earlier this month.
Point-of-sale material has also been designed by Start JG, led by the new Wolff Olins-designed look and feel. Start JG worked closely with Oxfam’s in-house team on brand language and application.
The first of five pilot stores opens today in Henley-on-Thames and will be shortly followed by stores in Thame, Buxton, Lancaster and Hampstead.
This is the first time Oxfam has reviewed its retail design since 2001 and joint managing director of Start JG Kevin Gill says ‘Our job was just to evidence what they do and the brilliant way they do it.’