Holloway Rd


FormRoom continued their collaboration with independent, artisan grocery store Naturally to design and install their UK store roll-out.

From initial insight and strategy, FormRoom identified three brand pillars which seamlessly represent the brands values as a local, reliable grocery store providing high-quality products. Building on the brand pillars; Quality, Transparency and Community, FormRoom developed full brand guardianship including logo creation, product packaging and website design.

Project Features

Retail Interior Design
Interiors & Furniture
Food & Beverage


Drawing heavily on the brand’s organic and raw aesthetic, FormRoom created a modular store blueprint, 3D renders, technical drawing, visual merchandising guidelines and a complete turn-key store fit-out.

The Naturally colour scheme combines organic tones and hues such as plant green, natural wood and white, contrasting with the metal elements and hanging pendant lights, which provide an industrial element.
FormRoom produced a bespoke community table to encourage dwell time and customer interaction.

FormRoom developed a modular store blueprint to adapt and roll-out nationally.

The FAB Awards awarded Naturally silver for Interiors & Retail Environment.


In order to portray Naturally’s branding through design elements, FormRoom applied raw materials such as treated OSB sheeting used for work surfaces, fixtures and tables with unfinished edges. Easily accessible dispenses for the ‘unpackaged’ section combined with our specifically designed packaging allows customers to easily customise their purchases in an on-trend way.

Fret cut smart plastic was used throughout the store to create Unpackaged, Bakery, Cheese and Charcuterie signage, promoting recycling in a contemporary way. Black geometric steel framed fixtures compliment the OSB shelving and add a playful contrast with the acrylic signage.

Wooden structural ceiling beams and black spotlighting run parallel to provide a visual impact and add dimension. These elements double as coverings to conceal existing structures and piping, maintaining an immaculate finish.

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