The new Waitrose supermarket opened in Meanwood recently, Ive posted on my blog previously of examples of Waitrose packaging but not ventured into much detail. After visiting, I thought i would expand on my thoughts and look at the identity of Waitrose. The recently re-designed Identity is made of a variation of a font called Neosans, by Monotype. The Branding itself manages to effectively demonstrate the Company's quality, in a clean and effective way while retaining some heritage. Its common knowledge the extravagance of Waitrose's prices and variety of produce but manages to be very modest about it. The recent brand price match campaign is an attempt to get a wider target audience and seems to be successful. The store interior seems friendly, fresh, clean and welcoming.
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Along with new advertising campaigns, Waitrose applies its branding across a wider range of media including a new iOS app for shopping, recipes and other related information.
This just made me laugh, who buys breadcrumbs?!
Really nice examples of layout in the fortnightly magazine 'Waitrose Kitchen'
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