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A new take-away food concept for Sainsbury’s, with the emphasis on freshly made hot food, sandwiches, salads and hot drinks. Fresh Kitchen on Fleet Street, London is the first of a new format with big ambitions. The high-street breakfast and lunchtime take-away business is hugely competitive so Twelve had to ensure the offer was delivering a real point of difference and one that customers would immediately understand and engage with.

The amount of ‘Sainsbury’s’ to include in the offer was a major consideration and the final brand is clearly endorsed by Sainsbury’s but still individual enough to be recognised as new and different. The in-store photography is uniquely dramatic and focuses entirely on the quality and freshness of the food. This is supported by the introduction of new typography, interior finishes and feature lighting. Fleet Street is being tested with the intention of a nationwide roll-out next year.

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