Brand development / Customer journey design / Graphic design / Space planning
Morrisons wanted to review there non food offer, specifically Health & Beauty and Home & Leisure. Through research it was understood many customers were unaware of the departments and didn’t associate Morrisons with these types of offers.
Morrisons wanted to make the departments a destination offer and appeal to young families. With this in mind we were asked to review the existing offer across the overall Morrisons store customer journey and develop design solutions from graphic communication, merchandising displays and department layouts.
A clearly defined communication hierarchy was produced aiding customers from high level signage to product level. A new fresh vibrant colour palette was introduced using a light hearted approachable photographic style, making it feel inclusive and relevant to the customer. New layouts were developed with lower lever units increasing sight lines. Mid isle key promotions and highlighted category were introduced to encourage sales.