Waitrose
Waitrose
Working with the UK’s favourite supermarket, we’ve developed a number of significant projects: helping define and develop brand guidelines, developing ‘The Waitrose Way’ – a set of in-store sustainability messages; and designing promotional material for The Waitrose Cookery School.
Industry
Retail
What we did
Art Direction
Campaign Identity
Print
Brand Guidelines
Sustainability Campaign
Working within brand guidelines while creating a standout campaign is always a challenge, especially for established brands with specific messages. Waitrose’s marketing team needed to convey their ethical credentials better. Collaborating with Ink Copywriters, we distilled "The Waitrose Way" into 12 clear commitments, developed a campaign identity with distinctive visuals, and commissioned illustrator Ryo Takemasa. The campaign rolled out nationwide across in-store point of sale.
Brand guidelines
In collaboration with Ink Copywriters, we designed brand guidelines to capture the essence, values, visual language, and tone of voice of the Waitrose brand. Marketing Manager Gillian Conner praised the result as "an engaging and informative reference for ensuring clear and consistent brand representation across marketing, in-store experiences, and by Partners."
“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
“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
Collaborators
Copy by Ink Copywriters, Illustrations by Heather Gately
Looking to transform your business?
Looking to transform
your business?
More case studies
Brand Identity,
Campaign,
Print,
Livery,
Recruitment Comms,
Packaging,
Signage,
Brand Guidelines,
Brand Identity, Campaign, Print, Livery, Recruitment Comms, Packaging, Signage, Brand Guidelines,
Research,
Strategy,
Brand Identity,
Brand Guidelines,
Product Guidelines,
Research, Strategy, Brand Identity, Brand Guidelines, Product Guidelines,
Strategy,
Brand Identity,
Messaging,
Website,
Print,
Digital,
Strategy, Brand Identity, Messaging, Website, Print, Digital,
More case studies
Brand Identity,
Campaign,
Print,
Livery,
Recruitment Comms,
Packaging,
Signage,
Brand Guidelines,
Brand Identity, Campaign, Print, Livery, Recruitment Comms, Packaging, Signage, Brand Guidelines,
Research,
Strategy,
Brand Identity,
Brand Guidelines,
Product Guidelines,
Research, Strategy, Brand Identity, Brand Guidelines, Product Guidelines,
Strategy,
Brand Identity,
Messaging,
Website,
Print,
Digital,
Strategy, Brand Identity, Messaging, Website, Print, Digital,
Other experience
National Trust
Strategic communication design development and guidelines plus other internal communications for the National Trust.
English Heritage
Promotions and campaigns for English Heritage, communicating their values of authenticity, quality, imagination, responsibility and fun, to raise awareness of the brand and increase membership and engagement.
Time Out
Redesign of internationally renowned travel guides for Time Out, helping make the guides more user-friendly and visitor-focused and bringing them in line with recent brand developments.
Other experience
National Trust
Strategic communication design development and guidelines plus other internal communications for the National Trust.
English Heritage
Promotions and campaigns for English Heritage, communicating their values of authenticity, quality, imagination, responsibility and fun, to raise awareness of the brand and increase membership and engagement.
Time Out
Redesign of internationally renowned travel guides for Time Out, helping make the guides more user-friendly and visitor-focused and bringing them in line with recent brand developments.