Waitrose is the UK's most admired and sophisticated food retailer. However the huge success of its above the line communication and 'Food' magazine had not been reflected in the store experience.

Empirical research established that the Waitrose consumer's perception of produce was fundamental to their social, environmental, spiritual and even political attitudes.

A dignified and understated identity has been developed that lends quiet authority to Waitrose print, signage and buildings. The new in-store communication portfolio transports the consumer to the products place of origin. The romance, values and intellect of the magazine have been brought alive and are taken home by the customer.