PROBLEM

As a premium British grocery brand in the UAE, Waitrose wanted to authentically connect with local communities during Ramadan, a time deeply rooted in reflection, togetherness, and cultural meaning. The challenge was to move beyond conventional festive greetings and create something that truly resonated with the spirit of the Holy Month while staying true to the brand’s elegant identity.

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IDEA

We found inspiration in the natural rhythm of Ramadan itself , the 30 phases of the moon. Each phase marks the passage of time throughout the Holy Month, symbolizing renewal and reflection. The creative idea was simple yet powerful: transform the Waitrose logo each day to reflect the moon’s changing shape, visually aligning the brand with the spiritual and emotional journey of Ramadan.

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SOLUTION

The campaign reimagined the Waitrose logo across 30 different lunar phases, one for each day of Ramadan, a first in the brand’s history. This evolving identity was supported by a month-long series of communications focused on health, wellness, and mindful eating during fasting. By blending cultural sensitivity with thoughtful design, Waitrose not only celebrated Ramadan with authenticity but also strengthened its emotional connection with communities in Dubai and Abu Dhabi. The result: a quiet yet powerful statement of respect, inclusion, and unity.