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.
Sustainability Campaign
Work within the brand guidelines and yet make a campaign stand-out. This is the challenge when working with well-known brands managed by professional teams that have a new specific message to deliver. Despite all the good work, the Waitrose 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. We developed the campaign identity, adding distinctive visuals and layouts without straying from the guidelines and sourced and commissioned an illustrator, Ryo Takemasa. The campaign was applied nationwide across in-store point of sale.
“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.
Brand guidelines
Partnering with Ink Copywriters, we worked closely with the in-house team to design and produce a set of brand guidelines that would communicate the brand essence, proposition and values, the visual language and the tone of voice. As Gillian Conner, Marketing Manager remarked: “We wanted to create brand guidelines that would be helpful to teams throughout our business so that as Partners we are clear and consistent in the way we represent our brand. We are delighted with the result as an engaging and informative point of reference for everyone involved in communicating the Waitrose brand whether this is through our marketing, our in store experience or Partners themselves.”
Illustrations by Heather Gately