Waitrose | Brand Toolkit

As part of the Waitrose brand refresh we developed a flexible advertising tool kit to work across out of home, print and digital formats.

We built a system that celebrates the elements of the new core Waitrose brand including their new suite of typefaces and a simplified colour palette. This led to the development of a flexible design system with imagery at its core using photography that celebrates authentic moments inspired by insights from food lovers.

Alongside the design we developed a set of motion principles that grounds every piece of Waitrose motion in food. The behaviour of the type is inspired by the act you serving dishes or the closeness of sharing meals with your loved ones while the speed is inspired by different cooking processes.