Working with the Waitrose brand

I have been working on how to work with the Waitrose brand effectively - after some research I found that the Waitrose typeface is a custom typeface not readily available for public use - however it is based on Futura Md Bt which I was able to get hold of.

I altered the tracking to try to achieve the most accurate replication of the Waitrose type. I am ultimately using this for the body text of the Picnic recipe cards as well as the 'Waitrose Picnic' identity that I am creating. I am using sky blue rather than the brands usual green, because after some research I found that they change the colour of the logo depending on the range (e.g. 'Waitrose Summer' and 'Essential Waitrose').

I created this doily stye shape to use as a template for the logo to sit in and to transfer across other elements of the promotion. I think that it represents the 'British' spirit of picnicking and works well with the gingham.