Insight. Food Retail Experiences


Kinnersley Kent Design's specialist reputation as food hall and supermarket designers has been earned over the past 26 years. Here, we're sharing insights into three very different projects we’ve been working on:

1. International Food Hall for Marks & Spencer
2. Fresh Branding for Centro
3. A Social Food Experience for Skinny Genie


 
 

1. Marks & Spencer

Aspirational food hall design to test future-focused concepts.


Our client Marks & Spencer asked us to design four new formats for its international food hall offer, to test out new future-focused concepts and services. The food hall proposition is focuses on offering fresh, seasonal and artisanal products in an informal relaxed environment with friendly, expert staff on hand.

We evolved the visual identity of M&S Food stores, making it lighter and warmer. The look & feel is aspirational, contemporary and glamorous to create a more ownable in-store identity. The muted materials palette features white metalwork, brushed and polished stainless steel, light marble, warm travertine tiles, and cream leather.

 

We designed four formats, redesigning two and creating two entirely new concepts. Varying in size from 130 sq ft to 1,300 sq ft, the formats range from boutique food concessions to full food halls that encompass food service like dine-in cafés and coffee to go. With each format, the ambition was to focus on the theatrical and the sensory, and blend inside/outside space.

The boutique format, designed to sit within larger M&S stores, focuses on gifting and offers a gift-wrap service. The product range is cross-merchandised and aspirational to highlight quality, heritage and the ‘Best of British’ to appeal to expats.

The full food hall concept, designed for Asia and the Middle East, is a fully-integrated food and hospitality format housing specialist ‘stores’ inside. There’s a range of new experiences, including deli counter, bakery (take away and dine in) and patisserie offering hot snacking and table service.

There’s lifestyle-themed cross merchandising throughout. Departments blend together seamlessly to provide food inspiration, for example with products such as food cupboard items merchandised in the café.

The first new site – an ambient boutique concept – opened recently in SM Megamall in Metro Manila, Philippines. Two full-offer food halls are launching this year in Doha and Dubai.


 
 

2. Centro

A fresh brand identity for an upmarket department store food hall.


Centro is a high-end department store in Amman, Jordan, which features a popular brasserie and full supermarket offering quality, niche food products. Although Centro’s basic branding was in place, it needed developing and refining to enhance the retail experience and appeal to high-end customers looking for a more distinctive food offer.

We worked with Centro to develop its brand language, starting with a brand architecture exercise and building on its existing Art Deco logo. We helped Centro to identify its brand values – Premium, Contemporary, Exclusive, Smart and Discerning – to underpin its offer.

We refined the logo to make it standout more in-store, ensuring fitness for application across all touch points, and defined a new strapline – Selected For Quality – to amplify its premium offer. We then developed a brand tone of voice, premium art direction style, and a bespoke illustrations pack for its own brand products. We also developed a typographic hierarchy and a unique pattern based on the brand’s characterful logo.



 

We adjusted Centro’s brand colour palette, softening the colours and making them more pastel-based to reflect a contemporary premium offer. We developed a rich art direction style for photography, which features beautifully shot, raw ingredients that reflect Centro’s brand values.

The bespoke illustration pack we created differentiates Centro’s own brand products, with playful, colourful and textured silhouettes of animals and plants bringing them to life in store. The result is an aesthetic that communicates quality in an accessible way.

 

We then created the full raft of brand applications, from packaging to uniforms, signage and wayfinding. The result is a clear, premium brand that strengthens Centro’s food credentials.



 
 

3. Skinny Genie

Full service branding and design for a great-tasting
food brand that also happens to be gluten free.


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We developed the wholesale food brand into an innovative B2C brand, targeting health-conscious millennial customers with great-tasting, gluten-free products and inspired food service.

Kicking off with a strategic workshop, we collaborated with Skinny Genie on its full offer, from brand identity to graphics, packaging, website design and retail interior design.

We developed the brand’s vision, mission and values; USP and positioning, look and feel and suggested tone of voice to target the B2C customer.

We designed a pack of monolinear iconography for the brand, featuring fun and simple icons to describe the products visually, from ‘gluten free’ to ‘low sugar’ and ‘cold-pressed’. Sustainable, tactile materials are used for ticketing and labelling, enhancing the wholesome feel of the products.

87% of millennials believe that business success is measured by more than just its bottom line (Deloitte’s global Millennials Survey 2016). They buy into ethical brands that stand for integrity and honesty, and brands that give something back to society and the planet. As such, we helped Skinny Genie to stand for something credible in the eyes of the customer.

 

The purity of the ingredients in Skinny Genie products is reflected by a simple, honest approach to design that communicates authenticity. In line with Skinny Genie’s brand values, every aspect of the visual identity is down-to-earth, energetic, happy and friendly, sporty and accessible – with a slightly quirky edge.

The new primary and secondary marques we created for the brand are designed to work effectively across all touch points, from packaging to digital to interiors.

 
 

We created a brand colour palette that moves away from bright, sugary colours towards more natural tones such as coral and aubergine, upping the ‘healthy’ feel.

The interior concept is earthy, bohemian and homely, with lots of timber and greenery to make it feel natural and inviting. Warm pops of colour in coral, Skinny Genie’s new brand colour, attract the eye and create focal points in-store.

Customers can buy food-to-go or dine in, socialising in the relaxed café surrounded by comfortable, domestic features such as planters patterned tile flooring.

We’re excited to say the first Skinny Genie café opens in Abu Dhabi next month.

 

Milestone Projects

Fortnum & Mason

We redesigned the world-famous London food hall in time for the brand's 300th anniversary, with a concept fit for a Queen. We have since exported the heritage brand overseas, adapting its traditional English style to fit both the Japanese market and Global Travel Retail.

 

Awards:

  • Retail & Leisure International – Interior Excellence Award
  • Retail & Leisure International – Most Innovative Retail Concept

Waitrose

We created the first Waitrose outside the UK to anchors The Dubai Mall. We designed every department, adapting the brand to appeal to a contemporary Arabic culture whilst reflecting the ambiance of a British Waitrose.

 


Awards:

  • Dubai Decade of Design Award – Presidential Commendation for Outstanding Commercial Interior Design.
  • Other winners included the Burj Khalifa and Yas Island. 
  • Retail Week Interior Awards Food & Supermarket Design of the Year

World of Food

We designed a food shopping experience that celebrates food from around the world. Set in a department store environment, the premium yet relaxed delicatessen conveys warmth and highlights the theatre of cooking. We created the name, identity, interiors and in-store graphics and packaging to create the full retail experience.

 

In Summary

  • We work with world-leading food brands on supermarkets, food halls and restaurants in the UK and internationally.

  • Our philosophy is simple: we design for our client’s market. We always put the customer at the heart of every creative and strategic decision we make.

  • Our design approach is creative and strategic – we believe the one challenges and informs the other.

  • We are experts in translating brands’ retail presence for new locations, adapting to suit local markets and taste.

  • Our services include naming, brand identity design, packaging and interior design, masterplanning, circulation and wayfinding, and in-store branded experiences.


 

If you'd like to discuss your store design requirements or explore how we can potentially collaborate on your next project, please email lucy@kkd.co.uk – thank you.