Waitrose is known for being a posh shop. The original logo is a clean and clear design. However, because it is 'posh' I wanted to make it look posh.
I began by trying a couple of script fonts, which do look more luxurious but wouldn't work in context. I tried uppercase to see if that would be more legible and it did remind me of their very successful packaging they have. I then went to try a classic old serif font, which did work nicely but I decided that Waitrose had a good enough logo. It doesn't need anymore detail or a hand rendered version because they carry this design idea throughout their shops.
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