Ocado warehouse internals

Within Ocado’s warehouses, operational staff where inherently closer aligned to Ocado Retail than the technology side. Therefore, a new style of internal graphics where developed to help bridge the gap and make the warehouse environments a lot more brand focused and rewarding.

Through trial and error over the years, Ocado had seen many large scale graphics come and go. From full block colour walls to massive 8ft high apples, the aim was to bring subtlety with a brand feel.

We wanted to be inclusive and have the general feel towards Ocado’s employees and some kind of element. The van’s are Ocado’s biggest marketing weapon when it comes to identity, therefore we chose a number of images from over the years that we felt touched all our greatest van designs.

Imagery didn’t stop with the vans, we wanted to include LGV drivers, pickers and other warehouse staff.

Working with the Head of Brand, a sketch effect was selected to help soften the imagery in use, then a pop of colour would come from a selected subject.

The grand unveiling and rebuild of CFC3 meant it needed a full refresh of internal graphics which was a great test-bed for the use of the Workplace guidelines and the newly formed graphic style.

One of the main problems with what Ocado had, was everything was paper based or within a PDF when it came to everything that was in the workplace – versions where getting lost or being used incorrectly, creating a huge amount of inconsistency.

I took it upon myself to digitalise the ‘Ocado Space’ document in the form of an internal website that could be shared and spreadsheets could be updated collaboratively.

This aided the surveyors and site teams to speed up their processes when it came to final fit out and reduced the amount of back and fourth with the brand team as there was a pre-selected amount of graphics to choose from.