The agency was brought in to promote the authenticity of the fresh food sections within the store and create a sense of place and “theatre” around them. The brief also included the need to “inject real personality in to the offering” and reflect the family feel of a local store.
Martyn Hayes, senior design director at Elmwood explained that they’d looked back through the store’s history to bring in a sense of nostalgia:
“The most important thing for us was to really shout about Morrisons’ rich heritage and expertise when it comes to fresh food. Our design had to capture the essence of a proper market style atmosphere and the quality of the produce and presentation that goes along with that. The addition of the 3D elements to the signage was the final touch to bring the whole thing to life.”
They’ve been printed on tin street signs, with the backdrop of each individual counter painted on brickwork, much like traditional corner shops.
The 3D elements mentioned by Hayes include a real steel fish hook to form the “S” of the Fishmongers and the Bakery has a bell to ring when the bread is ready.
“Market Street is such an important element of Morrisons’ offering and Elmwood have really captured everything that is so special about it. From the strength of our in-house fresh food team to the genuine market-style shopping experience, we’re absolutely thrilled with the way Elmwood’s designs convey the authenticity of the proposition,” said Charlotte Dewhurst, senior brand manager, corporate brand at Morrisons.
The new signage is being trialled at selected stores in Croydon and Rothwell this month and will roll out to further stores if successful.