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Morrisons

Morrisons Market Street unveils new bulkhead signage with Elmwood

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By Ishbel Macleod, PR and social media consultant

August 15, 2013 | 2 min read

Morrisons Market Street has unveiled new bulkhead signage, created by Elmwood, in its Croydon and Rothwell as part of a trial.

If successful, the branding will be rolled out across Morrisons stores.

Morrisons tasked the agency to create a visual in-store identity that would really shout about the authenticity of Market Street and create a sense of place and theatre.

Charlotte Dewhurst, senior brand manager of corporate brand at Morrisons, said: “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.”

When creating the signage, Elmwood looked back at the famous Morrisons heritage to bring a hint of nostalgia but without appearing old fashioned.

Martyn Hayes, senior design director at Elmwood, said: “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.”

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