Charlie Smith Design Charlie Smith Logo Studio 22,
Royal Victoria Patriotic Building, John Archer Way,
SW18 3SX London, 2088741244

Charlie Smith Design

Charlie Smith Design

Morrisons — Manchester Piccadilly Market Kitchen

Identity   Packaging   Print   Signage

After the success of Canning Town and the refreshed Market Kitchen branding, we worked in partnership with Morrisons on their new concept store in Manchester.

Many supermarkets’ city formats are the same and often don’t relate to their location or the different ways people shop. Morrison’s wanted to address this with the refurbishment of their Manchester Piccadilly Gardens store.

The site in the heart of the city is surrounded by offices and a booming food and music scene. With it’s working basement kitchen, and vendors in the entrance of the store the new site completely revolutionises the city store format highlighting freshly prepared food, made to order right in front of you.

We were tasked with creating a bespoke identity for the Manchester store, reflecting the confident, urban and ambitious culture of the city. The site needed its own tone of voice which sounded colloquial and bold, but never pastiche.

We took creative cues from the cities industrial past, its attitude, edginess, music and local vernacular to create a bold and energetic identity which was applied to signage, packaging and uniforms.