Waitrose 1

Waitrose, the UK supermarket chain, launched its new premium own brand label Waitrose 1 with a successful understated new design.

Design consultancy: Waitrose Graphic DesignAdvertiser: Waitrose

Executive Summary

1. THE VERY BEST OF WAITROSE

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 –...

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