Dynamic design for Morrisons


The client

We have been working with Morrisons for a number of years on store design across the estate.

The brief

We were asked to help the Morrisons team to turn its existing Manchester city centre store into a modern and contemporary store that was appropriate for the dynamic and progressive city of Manchester.

In planning the customer journey, we were asked to be less concerned with the more traditional affluent versus price-sensitive customer mission and more focused on single mission journeys based around breakfast, lunch and dinner.

What we delivered

To complement the store’s status as a modern and dynamic city centre store, we introduced a modern, fresh and ‘real’ colour, material and photographic palette for the in-store communications heirarchy.

Food to Go was a major part of the proposition and so when planning the wayfinding system, we had to edit choice for the customer, to ensure they could get in and out of store quickly and efficiently.

The in-store communications included highlighting the sushi ‘Pick ‘n’ Mix’ counter – a new concept for Morrisons.

The store reopened in early 2016.

Main image credit: The Grocer

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