World of Food

Designing a food shopping experience that conveys warmth and celebrates the theatre of cooking.


The brand concept had to convey warmth, clarity and uniqueness to entice customers through its speciality appeal.



Kinnersley Kent Design was commissioned to create the name, identity, packaging and branded interiors of speciality food retailer World of Food, located within a department store. The brief was to create a concept that would present a fresh approach to food shopping. It had to appeal to the upper end of food retailing – a premium delicatessen – but with a relaxed attitude.

The World of Food concept targets adults interested in the premium delicatessen market, offering them products at an accessible price point. The name is simple and direct and reflects exactly what’s on offer in store. The large scale graphics focus on photography of people who work hard to produce fresh food with passion and care. All characters were local and selected for their authentic look. The packaging concept was developed to work across 300 units and a variety of food products ranging from wine and champagne to chocolates, cookies, smoked salmon, pasta and canned foods. For ease of implementation, the mark had to work clearly in black and white. The brand reflects a modern approach to food and cooking using design cues that are immediately recognisable as premium, softened with a warmth and approachability that speaks to the consumer. The World of Food brand uses a modern, simple, uniquely drawn font style with the word “food” highlighted to communicate the offering with clarity and confidence.

The design concept celebrates food produced from around the world. We designed a food shopping experience that conveys warmth and celebrates the theatre of cooking. The result is simple and direct, focusing on food at the very heart of the experience. In addition we’ve struck the right balance between creating commercial products to be mass produced, but with an aesthetic edge that feels luxurious. The World of Food concept has won numerous awards for interior and packaging design.