Amazon Fresh Global Creative Platform & Playbook

Role: Joint Lead Creative (Art Director / Designer)

Amazon approached WundermanThompson to develop a global creative platform for Amazon Fresh – one that stayed true to the core Amazon brand whilst flexing across seven markets, each with distinct cultures, shopping habits, and visual cues.

Working with my former creative partner, Lucy Henshaw, we took on this six-month challenge. Midway through, the US released new Amazon Fresh brand guidelines – rich in idioms but tricky to translate across continents and into compelling collateral outside of the retail space. Building on our creative concept, we reworked them into a system that spoke fluently across languages and cultures.

The result: a unified creative platform and a flexible visual system empowering each market to create locally relevant, on-brand communications. Even the US adopted our approach to lifestyle and campaign imagery. And we pulled it off using a mix of stock, pre-existing assets, AI, and a lot of comping wizardry.

*Due to proprietary information, I won’t display the Playbook as a whole, but here are some excerpts.

Deliverables: Brand strategy & creative platform | Global transcreation + guidance | Brand playbook | Art Direction & Design

Collage of various scenes including a person resting on grass with a phone, people preparing and eating food, grocery shopping, and a close-up of a dewy green leaf.
A webpage introducing a creative platform with the phrase "Ease the day" in large, bold black text inside a bright green rounded rectangle. Above it, there is green text that says "Introducing our creative platform" and a smaller navigation link that reads "CREATIVE PLATFORM" in the top left corner. Below, there is a sentence that says "Let's look at what this means in more detail..." in green.
A series of Amazon Fresh ads showing a man yawning and waking up, with text asking 'Long day? Skip the queues.' followed by an ad promoting weekly grocery delivery to your door, with images of paper grocery bags and a person chopping strawberries.
Smiling woman relaxing on a couch holding a yellow mug, with a grocery delivery notification overlay from Amazon Fresh indicating delivery between 5 pm and 6 pm.
Cover page of a grocery playbook for international grocery shopping, featuring images of people enjoying meals and grocery shopping, with the title "International grocery playbook" in large green text and the Amazon Fresh logo at the top left.
A promotional image for Amazon Grocery showing a family shopping with a background of kitchen lighting and grocery items. The image features the Amazon logo and the tagline 'Skip the queues.' The lower part shows logos for Amazon Fresh, Morrisons, Iceland, and Co-op, with a green banner that says 'Your weekly shop delivered to your door, when it suits you.'
Table of contents page from a presentation or booklet, with sections on brand positioning, messaging framework, creative platform, brand expression, and other topics related to branding and grocery partnerships, presented in green text.
A webpage promoting grocery shopping on your terms with images of people in a home and kitchen, and a woman at a grocery store.
Photographs illustrating key touchpoints in the customer journey for grocery delivery and service: a woman getting her hair styled in a salon, a man and two children unpacking Amazon grocery bags in a kitchen, and a person enjoying a meal in a dining
Guide showing the recommended minimum clear space around Amazon Fresh brand logos, represented by green boxes with grid lines and the Amazon Fresh logo marked in white on a dark green background.
Page from a design guide showing different background and text color combinations for creating grocery store displays, with examples in green, white, off-white, and dark green backgrounds. The page includes headings, sample text, and descriptions of
A man and two children in a kitchen with Amazon grocery shopping bags on the counter. The man is holding a grocery item, and the text overlay says 'All you need to do is unpack.'
Two women are examining a smartphone, with one woman holding it in her hands. The background shows a fan and a bright indoor setting. There is a white overlay with green text indicating grocery delivery arriving from 5pm to 6pm.
Six colorful graphic elements illustrating different types of price representations. The top row displays price alone as ¥800 in green, not directly related to price as 'Half-price deals' in dark green, and prime member deals as £1.99 per bunch in bl
A grocery store advertisement page displaying various deals and promotional images, including a woman shopping on her phone, a woman smiling holding a cup, and a man looking at his phone with groceries arriving notification.
A worksheet titled 'Transcreated messaging examples' with instructions explaining transcreated messaging from English into other languages: Spanish, Italian, Japanese, German, and French. The list of languages is in large green bold text inside white
A man and a young girl are standing in a bright kitchen, preparing food together. The man is holding a bowl while the girl is stirring with a spoon, engaging in an activity at the kitchen counter.
A collage of images related to photography and the Amazon brand on a webpage. Top right shows two people cooking and laughing in a kitchen. Middle right shows a man and a boy with grocery bags, one labeled 'Amazon.' Bottom right depicts a leafy plant
A collage of three photos: on the left, a woman laughing outdoors at a gathering; in the middle, a young girl eating spaghetti at a dining table; on the right, a man cooking in a kitchen with a child on his back.
A page from a guide or magazine with sections titled 'Space', 'Angles', and 'Lighting.' The 'Space' section features a smiling man in a white shirt with arms outstretched, standing in a room with bookshelves. The 'Angles' section shows a top-down vie
Page from a photography guide with tips on food and product photography, accompanied by images of food, green leaves, and herbs.
Two smartphone screens showing Amazon Prime shopping app with a grocery bag filled with fruits, vegetables, a bottle of water, and bread. Text on the screens states, 'Un frigo plein à moindre prix'.
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