Dobbies
Foodhall

Twelve were asked to create a holistic store communication strategy and identity for Dobbies in-store Foodhall. The concept was to draw customers to the Foodhall as a destination in its own right, rather than a ‘category’ within the retailers much larger store format, which includes gardening, pet care, homeware, a restaurant & café, soft play centre & seasonal space, alongside vast outdoor living ranges.

Brand strategy & communications

The aim was to have a clear voice and brand personality to create a distinct proposition in store – utilising existing and new brand assets to integrate a new partnership with Waitrose (who are delivering their grocery range within the space) alongside Dobbies foodhall staples from other regional suppliers.

The design had to work with exisiting kit and frameworks in order to deliver a cost efficient step change in the customer journey. 

A particular focus was given to Dobbies own Bakery to Go, Gifting and layout / adjacencies, of which the former has benefitted from a 55% uplift in sales in its first 2 weeks of trading!

We are currently working with Dobbies on two new exciting projects, to launch over the next 6 months – watch this space!

Interior & Graphic Design
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