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Advertising Iceland Retail

Iceland’s digital focused store is completed with help from Whippet


By Jessica Davis | Consultant Journalist

October 18, 2016 | 3 min read

Frozen food specialist Iceland's Clapham Common store in London has completed its refit and modernisation plans, with help from creative agency Whippet.

With intention to develop a more surprising and engaging in-store experience, the establishment now possesses an entirely new look and feel. Every touch point in the customer journey has been considered – from the new fascia to the navigation, brand, service and value communications.


The in-store graphics include a run of digital screens (a method never before used by Iceland) on the outside of the store, used to convey rolling promotions that change according to the time of day.

The design treatment displays a bright colour palette and new lifestyle photography, in addition to a friendlier, human tone of voice. Integral to the messaging throughout the store is Iceland’s brand proposition 'Power of frozen', which communicates the many benefits of buying frozen food; these include nutritional value, quality, convenience and the positive impact on wastage and household budgets.

State of-the-art freezers house Iceland’s extensive, authoritative frozen food range and the store offers Iceland’s free home delivery service for in-store purchases, as well as its complementary online shopping service.

Iceland freezer

The store also offers a selection of new products, including self-service Lavazza coffee, craft beers, chilled champagne and wine, and food to go.


Neil Hayes, merchandising and format development director at Iceland, said: “Whippet’s work gives a new lease of life to the Iceland store experience, and will certainly help reappraisal of the brand and bring in new customers. We’re thrilled to see the great team effort come to fruition today and to hear the positive customer feedback.”

Carla Heath, managing director at Whippet, added: “To start with a blank sheet of paper and help take Iceland in a direction that has the potential to change brand perception in such a major way, has been an honour. We’re sure the new Clapham store will be a success for the brand and hopefully the blueprint for other stores going forward.”

The project was born in July and has taken just over two months to complete. Iceland hopes its new look will educate its customers on what they are purchasing, in addition to creating a fun and polished shopping experience.

Advertising Iceland Retail

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