An engaging journey


The client 

We have worked with Morrisons across many categories and many stores over the years, lending our experience of store design to their estate, to improve the customer experience.

The brief

We were asked to help Morrisons create an engaging customer journey from the car park, through the foyer and around the store at its new Colindale store, in north London. The project encompassed perimeter signage, in-store comms and navigation, the creation of a fun, vibrant and playful Party Shop store-within-a-store and signage for a Timpson in-store concession.

Our work on Colindale was intended to inform the design of future stores. As such, it had to be scalable and able to work across different store formats.

Project requirements

We needed to create an opportunity for Morrisons to talk to customers a little more about what makes Morrisons different to competing grocers.

The visual brand language needed to be instantly recognisable as Morrisons whilst clear and straightforward wayfinding was critical in helping the customer while in transition from car to store.

What we delivered 

We reviewed best in class design across the UK, Europe, Asia and the US, impregnating it with Morrisons’ DNA, to come up with a fresh, modern solution.

Using the concept of ‘moth to the flame’, we turned up the volume at the store entrances through ‘welcome’ signage and the use of bold, engaging photography which contained the recognisable brand colour palette.

We made the most of the opportunity for brand building in the foyer by creating a collection of supersized murals with the aim of bringing a little warmth and personality to the threshold and transitional areas.

The photography palette played a particularly important part in how we communicated to customers at Colindale. We sourced photography to support the themes of ‘foodmakers’, ‘shopkeepers’, ‘fresh food’ and ‘great value’, carefully selecting photography which celebrated real food and real people, grouping images to create a narrative.

Other Projects

  • ”You completely nailed the project.”

    Philip Barnes - General Manager, Standen House & Garden

  • “Since Sherlock began our rebranding, The Mulberry Bush Organisation has raised more money, has increased the children’s referrals from Local Authorities so that we now have a waiting list, has attracted celebrities... and has hugely raised our profile among the professionals.”

    Jane Smiley – Head of Communications, The Mulberry Bush Organisation

  • ”Our project had a tight turnaround time, but Sherlock showed a quick grasp of the brief, and provided excellent customer service, flexibility and professionalism.“

    Kate Anderson - Projects and Office Manager

  • “We are thrilled with Sherlock’s work – it did absolutely everything we were hoping for... we’re particularly delighted by their attention to detail... They have also read the space very well which, although it’s a blank canvas, needed to be carefully considered...”

    Emily Hogan - Development Manager, Little Green Pig

  • “Sherlock have been brilliant to work with, very flexible, creative and have enabled us to marry the brand with our key exhibition spaces so our story is continuous.”

    Karla Barnacle-Best - Chief Executive, Discover Children‘s Story Centre

  • ”We have found Sherlock creative and responsive, delivering design solutions which fit the brief but also pushing its boundaries. They have always been there to help us out when we needed them and have always managed to maintain a friendly and funky working relationship with us.”

    Sally Ann Lycett - Director of External Relations, De La Warr Pavilion

Subscribe today to receive our newsletter