Own labels

waitrose own labels from 1930!s | ackknowledgement to john lewis partnership archive
waitrose own labels from 1930!s
ackknowledgement to john lewis partnership archive

Waitrose sold much of its supplies loose but with the advent of self-servicestores products needed to be packaged.

Label design was very stylish though muted in colour but still gave an air of quality

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  • A design exhibition was held at London’s Bankside Gallery in 2004 entitled ‘Waitrose: 100 years of Packaging Design’. The exhibition was part of the celebrations to mark Waitrose’s centenary and ‘offered a compelling insight into the history of grocery shops and shopping.’ Judy Faraday explained: “The dramatic evolution of the supermarket industry over the past 100 years can be seen clearly through the Waitrose archive collection of packaging – on view to the public for the first time.” “This retrospective reveals the changing face of the Waitrose brand identity from its early days as a single grocery shop to its current position as a multiple food retailer.” Standing out from the crowd were leaflets from the 1930s “HOW TO ENJOY STONING RAISINS” to the late 1960s “THE WAITROSE STORE-TO-CAR TROLLEY SERVICE.”

    By Linda Moroney (30/08/2012)

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