Client: Waitrose / john Lewis Partnership
Development of the concept behind the communication of the new food hall.
Brief: John Lewis Partnership appointed JHPy to bring alive and communicate its new food offer in its refurbished department store on London’s Oxford Street.
Response: The design consultancy developed the complete in-store communication strategy and set the thematic tone for each of the Food Hall’s departments, involving the creation of large architectural graphics, communication hierarchy, visual merchandising, staff uniforms and also packaging. Centred on the core themes of provenance, animal husbandry, and local sourcing, the in-store suite of communications enabled the retailer to rubber stamp its immediate authority on ethically sourced produce in the modest and dignified manner that is synonymous with John Lewis/Waitrose.
Testimonial: The Food Hall was launched to much acclaim, smashed all sales targets and the communication toolkit is to be rolled out the Partnership’s store estate On the 14th March 2008, Waitrose Managing Director Mark Price announced that the food hall is delivering sales of about £400,000 per week, and has outlined over 20 more John Lewis stores that could accommodate a Food Hall.