Woolworths Pic 'N' Mix Sign 2000

Arguably, Woolworths is one of the most readily identifiable brands on the High Street with around 820 stores throughout the UK since it opened its first store in Liverpool in 1909.

Brands evolve of course and the latest step in the Woolworths brand development came about with the introduction of the Company’s 10/10 concept.

Essentially, 10/10 stores have been reformatted to change space allocation, product assortment and store refurbishment including creating a brand new fascia with a modern look. The basic premise is that a 10/10 store fits in with the customers’ expectations and looks bright, clean and spacious.

As part of this process Ken Trimmer, Woolworths’ Architectural Manager, formulated a refreshed facia branding. A tender was sent out to selected architectural manufacturers and a shortlist was drawn up. Sign 2000 of Paddock Wood, Kent, was awarded the contract for more than 30 of the stores.

“Sign 2000 were successful in winning this contract because they were able to produce visual proposals against our generic requirements, secure the necessary planning permission and supply and fit product on schedule and to budget”, comments Ken Trimmer.

“In addition”, he continued, “the company’s general ethos, existing client base and production capabilities all influenced the final decision.”

Sign 2000’s task was to survey the relevant sites then produce visuals to Woolworths’ satisfaction before proceeding to manufacture. Once approval was given Sign 2000 dealt with appropriate local planning authorities and health & safety bodies.

The fascias are formed by folding aluminium trays and applying 10mm thick lettering formed from clear acrylic and laminated with a matt opal face with a 45 degree angled edge pushed through the panel. The trays are back-lit with fluorescent lamps.

In some areas where conservation was a consideration a slightly different style had to be introduced which meant that lettering was built up.

In two instances Sign 2000 trialled a new method of applying lettering which involved white acrylic letters with a 35mm build-up meaning that they stood out much more. Woolworths was so impressed with this modification that they have adopted it for future sites.

The contract is ongoing over three years and Sign 2000 and Woolworths are confident of a continuing successful relationship.