Design consultancy: Waitrose Graphic Design
Advertiser: Waitrose

Executive Summary


The Waitrose 1 brand was created to re-energise the business's top tier – or premium – own brand offer.

By creating a beacon for 'best in class' Waitrose aimed to encourage customers to trade up in store and online.

With demand for premium own-brand products growing across the market, competitors from Marks & Spencer to Lidl were increasing their ranges. Waitrose saw an opportunity to increase sales of its top tier own brand products and strengthen its point of difference – that Waitrose "Are experts in food."

The business took the decision to create a new, unifying branded design to consolidate 'the very best of Waitrose' under a single, clearly signposted name. Launched in store in May 2016, Waitrose 1 was the biggest own label brand created since essential Waitrose in 2009, with a range of around 500 products rising to over 700 lines by the end of its first year.