#53 Waitrose

Country: Great Britain

Industry: supermarket

About: Founded in 1904 by Wallace Waite, Arthur Rose and David Taylor, Waitrose & Partners began as a small grocery, Waite, Rose & Taylor, in Acton West London. In 1908, two years after David Taylor had left the business, the name "Waitrose", from the remaining founders' names, was adopted.

Words: vintage; sophisticated; environment

Strategy: since the apple is the national fruit of England, use a vintage version of the fruit with 4 leaves to represent both sustainability and the initial “W” of the brand.