Our in-depth knowledge of Waitrose's stores and standards has allowed us to work with them to develop Guard Books that govern the application of their brand to their stores.
The real skill in writing guidelines documents is not in simply preparing good-looking visuals, but in ensuring that all the stakeholders have been properly consulted and their variety of views distilled into a coherent set of standards to take the brand forwards. It is Integrity's ability in this area that allowed us to develop a clear and comprehensive External Guard Book to govern the application of their brand to their stores.
We began by consulting extensively with Waitrose's internal design departments and construction project managers to unearth the main issues. We then reflected these back in a series of workshops, showing different design options and proposing the standard that would work best in a particular situation.
From this consultation process we were then able to distil the appropriate standards covering signage, furniture, building finishes and ground painting. We produced a clear, readable guard book that ensures every Waitrose site is properly branded and that their whole estate is consistently presented.
Following on the success of this work, we are now beginning development of a similar set of standards to cover the internal elements of stores, including finishes, lighting, marketing and internal signage.
Industry or sector
Retail – supermarket
Country
UK
Challenge
Clear guidelines for brand application
Services
Guidelines
Links
Waitrose