Overview

BRIEF AND OUTCOME
The entire store is built around the concept that everything here is done ‘for the love of food’. It enables customers to experiment more with different cuisines in the kitchen, by offering and communicating newer ingredients, product bundles, buying guides and recipes to try out at home. It strives to make the customer’s journey in the kitchen enjoyable and easy by doing away with labour-intensive tasks like chopping vegetables and cleaning meat. A number of touch points have also been introduced throughout the store that encourage customers to sample, try and then buy.

VISUAL LANGUAGE
There are different hierarchies of graphics running through the store - mood imagery, category posters, directional headers and signage, shelf level communication, tent cards with tips and prompts, recipe cards, and the gifting catalogue. The language set is one of enticing food shots, and friendly communication that draws the customer further in.

MY ROLE
I was part of the core team that undertook the 360 inception-to-execution delivery of this project. I was the graphic designer embedded in this cross-function team, and was responsible for the various communication design elements within the store.