The Waitrose brand stands for quality and excellent service. But how do those brand values translate into the more utilitarian sphere of petrol retailing? Waitrose asked Integrity to assist them in designing filling stations that worked while maintaining their ethos.
Our approach was one of pragmatism from the start. Because Waitrose planned to open only 20 petrol stations around the country, we knew it wouldn’t be cost-effective for them to invest huge sums of money in design schemes. We worked with what we had – namely the store design concepts – and applied them to the new format across both the service area and shops.
All in the details…
We were involved in nearly all areas of developing the stations – from trademark issues and design rights to the legalities of launching a new service. We helped in the subtle reversal of Waitrose’s core green and the white colour scheme to create an aesthetically clean and pleasing design.
More functional elements included pumps, the carwash and the station shop, a scaled-down version of the supermarket, which retained the Waitrose feel.
Petrol stations are functional places. But with our help, Waitrose has created environments that not only function but also reinforce their brand values at every touchpoint.
Industry or sector
Retail – supermarket
Country
UK
Challenge
Brand extension into petrol retail
Services
Brand application
Links
Waitrose
Downloads
Customer experience factsheet.