Morrisons

A fresh identity for a brand with provenance

At the end 2014 Morrisons was in a bad place – losing market share, suffering a poor Christmas trading period and facing stiff competition from discounters Aldi and Lidl. To reverse their fortunes, the retailer appointed ex-Tesco David Potts as the new CEO. He embarked on a long-term revival strategy for Morrisons which included developing a clear positioning for the brand. As part of this highly confidential project, we were engaged to help craft the proposition and develop a new visual identity. Provenance emerged as a key part of the Morrisons brand, and at the heart of the new visual identity we designed a new logo emphasising Morrisons expertise in fresh foods. The new identity was subsequently rolled out across the estate of 500 stores, including signage and POS, delivery vehicles and website.

0113 232 9222
The Old Stables
Springwood Gardens
Leeds
LS8 2QB
Certified B Corporation
Certified B Corporation
The Old Stables
Springwood Gardens
Leeds
LS8 2QB
0113 232 9222
Certified B Corporation