Guidelines and campaigns


Brand guidelines
Promotional print


We worked with the UK’s favourite supermarket to develop a number of significant projects. In association with Ink copywriters we were asked to define and develop brand guidelines to help ensure the increasing number of people coming in contact with the Waitrose brand have a clear and consistent experience. Following this work we helped develop ‘The Waitrose Way’ – a set of messages around their sustainable initiatives – and designed promotional material for the Waitrose Cookery School.

Sustainability campaign

‘The Waitrose Way’ has always been at the heart of Waitrose’s philosophy. From farming to food donation and waste to wellbeing, Waitrose is involved in a variety of sustainable initiatives. Despite all the good work, the marketing team found that their ethical credentials weren’t quite getting through to the public.

We worked with Ink Copywriters to distil ‘The Waitrose Way’ messages and stories down to 12 firm commitments, boldly illustrated by Ryo Takemasa. The campaign rolled out nationwide.

“I just love what Ink Copywriters and Mytton Williams have created. Witty and memorable images, combined with strong messaging, really give this standout and a lot of flexibility to use through our many different communication channels.”

Quentin Clark, Head of Sustainability and Ethical Sourcing, Waitrose