Waitrose

The Brief

Due to the popularity of traditional sweets, Waitrose are launching a new range of retro sweets. This project focused on creating both an identity and a supporting advertising campaign that provoke nostalgia in Waitrose customers and allows them to rediscover the taste of their childhood.

Response

Market research was extremely important to gain consumer insight and to also aid the development of the brand. By questioning a variety of members from the target audience, it was much easier to make conscientious design decisions based on facts.

The results of this research rendered many of the initial ideas useless, however it highlighted the appropriateness of others.

The emblem was born from more traditional design principles that employed a decorative use of line and the marriage of type to form. The minimal amount of written content encouraged a non-linear application through a format such as a circle.

The research showed that the audience held vivid and personal recollections of their sweet experiences, a vehicle was needed to encourage these memories – naff nostalgia.

The introduction of a photograph provides a nostalgic trigger designed to provoke an emotional response. In combination with the wheel – which frames and element of the photo – a powerful hierarchy is created.

This project earned me my 2:1 Degree and also came in the top 5 UK responses to the brief.

It then went on to win a Birmingham City University BRIAN award for advertising.

Winner!

This brief was set by the Graeme Robertson Trust Awards.