WAITROSE AND PARTNERS
Creating a brand that doesn’t apologize for what it lacks
Waitrose asked BRANDED to come up with a new, uniquely ‘Waitrose’ take on Free From, running across 40+ products.
Our challenge was to make Waitrose & Partners the first choice for Free From shoppers. But to do that, we needed to disrupt a category that only takes stuff away…
The Bright Idea and the Brilliant Execution
So we created a brand that doesn’t apologize for what it lacks. Where cutting out the allergens doesn’t mean cutting back on flavor, texture or taste.
Simple, elegant design that reflects the intelligence we have come to expect from Waitrose.
Free from banners, color coding and deceptive copy. Full of tasteful, honest food shots.
More choice. More flavor. More appeal. The result? More conversation.
Customers were sold.
And so were the products.
Include the two stats from the website 5 star rating, 70% sales increase in sales in the first year of sales.
Design Manager, TESCO
BRANDED allowed us to work as a much tighter team, with simple reporting and a huge amount of agility to deliver against the ever changing brief. They have such a positive can-do attitude and any hurdles that we faced, BRANDED quickly found the solution.
Chairman, Fortnum & Mason
The rebrand of Fortnum & Mason has made an impact on every area of our business. It has been invaluable.
Vice President, Innovation & Design, Conagra
The best creative team I have worked with – bar none. In addition, their client service team are always willing to go the extra mile. They are diligent but above all else, the biggest strength for me is their dedication, passion and resilience to get the job done.