WAITROSE - NEW STORE COMMS

Working with Waitrose in-house creative studio

In 2026, Waitrose repositioned as ‘The Home of Food Lovers’, bringing customers a new look, feel and tone that’s less ‘posh’ and more ‘passion’. I worked with the in-house studio to rework and rewrite every single piece of POS – from perimeter to shelf edge – to launch the new brand in the first stores for roll-out. This included all brand messages, as well as the naming of a new inspirational, recipe maker proposition ‘Love it, Shop It, Make It’ and all comms on a new stand-alone ‘cheese island’. Yum.