Waitrose Bakery — Defining a new best in class retail experience by bringing to life the Waitrose ‘Shared love of food’ brand ethos.

From fresh treats to everyday occasions this scheme celebrates the ingredients and love of food through compelling and emotive storytelling and a theatre for all the senses. Hand drawn illustration and typography are used to add warmth and personality to the Bakery brand comms.

Powerful and emotive hero photography is incorporated as a series of dramatic focal pieces within the department.

Working with Edge