We have been working with Morrisons for a number of years across its estate.
We were asked to advise Morrisons on how it could maximise the visibility of its master brand, as well as the Morrisons Daily convenience fascia sub-brand within its petrol forecourt estate.
The Morrisons and Morrisons Daily branding was being lost amongst the clutter of messages on the forecourt and the branding of Morrisons’ petrol filling station partner.
The petrol forecourt is a fast-paced environment with little time for brands to get their message across, but the careful positioning of signage at the right stages of the customer journey can go a long way.
What we delivered
We challenged the brand hierarchy as it stood and explored ways in which Morrisons could reduce the visual clutter – for example, by removing obsolete signage.
We also looked at ways in which Morrisons could increase the visibility of its Morrisons Daily fascia from the road.
Editing and enhancing the site communications gave Morrisons a greater opportunity to use the site as a means to promote its brand.