Working together with Ink Copywriters, this project came to us following our work on the Waitrose brand guidelines, extending their identity into a new area of business. We tapped in to the fun, passion and creativity of cooking to create an exciting core credentials brochure. Aimed at individuals and businesses, the brochure has a lively, playful feel. This included an upbeat tone of voice; expressive illustration; lifestyle photography and bold, but elegant design. The result is an exuberant, memorable communication which can both stand alone and sit comfortably within the Waitrose brand.
“Knowing what we wanted was easy; knowing how to articulate that into a brief was not, but your interpretation of our ideas from the outset has produced the most beautiful and inspiring brochure we could have wished for. Mytton Williams and Ink captured a profound understanding of the Waitrose brand and were able to extend that understanding and essence into an entirely different concept, requiring a very specific treatment which needed to be both inspiring and engaging and the end result is exactly what we wanted!” Karen Himsworth, Manager, Waitrose Cookery School.
Photography by Ruth Jenkinson. Illustrations by Heather Gatley.
