Project scope
Packaging, Visual Merchandising, E-commerce, Website Design, Photography Art Direction
About
GAIL’s are a neighbourhood bakery who have been baking for nearly 30 years. During the Covid pandemic and subsequent lockdown GAIL’s were reminded of their wider responsibility to the communities they serve.
During an unprecedently challenging time for the high street, GAIL’s promptly reprioritised, committing to feed people, maintain livelihoods, provide a responsible respite in a period of uncertainty and help get food to those who need it most.
To improve accessibility and give people better peace of mind, GAIL’s refined their Click & Collect capabilities. In a bid to help the community, not just those fit and able to get down to the bakery, GAIL’s offered to walk Click & Collect orders to those who needed it, free of charge.
GAIL’s also committed to help the 40+ local shelters and community charities they support through daily end of day donations.
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Challenge
At the height of the pandemic, supermarkets were at maximum capacity with little or no availability, shelves were often empty and the high street was essentially closed.
We worked with GAIL’s to find design solutions that caught the attention of people going outdoors for exercise once a day and educate people about GAIL's commitment to help farmers and suppliers.
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Approach
We designed a grocery shopping list featuring GAIL's new and core offerings printed as supersized window vinyls which were displayed across London bakeries.
We art directed lifestyle photography to highlight the new online offering on the newly launched e-commerce segment of the website and via social media. New ranges included hampers that had everything needed for a Sofa Picnic, Breakfast in Bed or Cream Tea.
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Outcome
GAIL's was one of the few stores that made visible change in a standstill city. Our design was conceptualised, printed and implemented at more than 40 bakeries in London within 3 days of receiving the initial brief. Aside from significantly beating competitors who were still pivoting and creating e-commerce offers, GAIL’s were quick to provide help to the most vulnerable at a difficult time.