The Client
Morrisons are a large supermarket chain that sell food and drink as well as clothing, books, magazines, CDs, DVDs and home accessories. They currently have 491 stores across the UK.

The Brief
Using the core Morrisons brand assets as a starting point, we were asked to develop an identity for the refillable offering in their new Canning Town store, that would also be rolled out across other new stores. The end result of the project would be a brand guideline document for the internal design team to use. The guidelines would look at all customer touch points, including welcome messaging, signage, station labels and leaflets.

Tone of voice
We ran a workshop with Morrisons to discuss the tone of voice and suitable language to use. Collaborating with copywriter Tom Lynham, we developed long and short brand statements and established a framework for the tone of voice and brand language.

Creating an identity
Once the strategy and tone of voice was set, we explored how to bring the new identity to life. It was important that the new visual language complemented all the existing signage in Morrisons whilst also having its own recognisable feel.

The identity also uses a variety of shapes, derived from the circle and leaf shapes within the Morrisons tree logo, which add a playful and engaging element to the identity. The shapes can be used in a variety of ways, including patterns, as a holding device and feature in moving image.

Guidelining
Once the identity was finalised we created a detailed guideline document, with example designs used to demonstrate how the elements worked. The guidelines covered the brand personality (tone of voice and how to talk to customers) as well as how to apply the visual identity in store.

Implementation
We worked with Morrisons on the roll out and implementation of the identity in the Canning Town store.