My Waitrose. Reimagined.

Always good to see work out in the real world, and even better when it’s something you’ve helped shape, and you start to notice it appearing on shelves, in-store, and in the everyday life of people’s shopping habits online

Last year we worked closely with the in-house team to reimagine the My Waitrose loyalty scheme visual identity.

The Challenge

The brief was clear, take an established and well-loved scheme and evolve it so it feels more relevant, more engaging, and more reflective of how people actually shop and cook today.

Working closely alongside the team who know the brand deeply, we helped shape the thinking, and established a direction moving at pace.

Our concepts

The process was highly collaborative. Fast-moving sprints, regular testing, and constant refinement. Ideas were explored quickly, pushed, challenged, and improved.

Working this way with an in-house team changes the dynamic. Decisions are much sharper, and decisions are really quick! The focus stays on what will actually land, and execute, rather than what simply looks good in a presentation.

Where we landed

At the centre of it all was a simple thought: A loyalty scheme that spans a huge range of products, but always needs to feel personal. Everyone’s ‘My Waitrose’ is different. Different tastes. Different cultures. Different recipes. Different ways of expressing a love of food.

The identity needed to reflect that individuality without losing coherence at scale. The central mark is handwritten, expressing that everyone has their own signature when it comes to food and cooking.

The art direction focuses on people enjoying food instinctively. Less styled, less perfect, more real. Moments of enjoyment having produced something that feel immediate and unforced.

The tone of voice is lighter and more playful. The colour palette is fresh and vibrant, drawing directly from the quality and variety of ingredients you find in-store.

Together, it creates something more personal and more engaging. A system designed to flex across multiple channels and touchpoints, while staying true to the brand.

The work is now starting to appear in-store, and online, which is always the real test.

Good brand work solves clients problems, and shows up in the details, over time, across hundreds of small moments (see the small shelf edge labels in store).

This was a great one to be part of, and it’s been good to work alongside a team so close to the brand, shaping something that’s built to be used and effective.