Case Studies
Morrisons
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As
the UK's fourth largest food retailer, with 455 stores nationwide,
Morrisons supermarkets is a name synonymous with freshness, great
value and outstanding service. Founded over a century ago in the
north of England, the company had enjoyed nearly 40 years of unbroken
sales and profit growth, including the acquisition of the Safeway
chain, before a dramatic change in fortunes in 2003, when Morrisons
hit financial difficulties.
In
order to stop the decline in market share, Morrisons needed to
quickly redefine its objectives and reposition itself as
'the food specialist
for everyone', thus occupying a clear niche amongst British
supermarkets. It also needed to develop a new brand promise that
customers would regard as consistent through all of the retailer's
actions, behaviours and communications.
As
a long term incumbent design agency for Morrisons, Totality GCS was
tasked with helping roll out the new brand identity across over
30,000 stock
keeping units (SKUs),
defining the brand's new look and feel, it’s personality, visual
identity and verbal tone.
Create
Working
closely with the in-house marketing team, we began the challenging
task of creating a visual identity that had clear shelf standout,
competed effectively against the brand leaders and most of all was
consistent in the communication of the Morrisons brand.
The
goal was to break the convention of 'me too' branding and
build on a strong food quality culture, communicating the care that
goes into making each and every one of the products and changing
perceptions of ‘own label’.
Our
designs not only had to be impactful but had to be created within
tight budgets and timescales, to ensure cost effectiveness.
Deliver
The
rebrand has proved itself an ongoing success. Our designs have
helped increase Morrisons’ market share from 11.1% to 11.6%, a gain
worth over £350 million per year.
We
continue to work closely with the marketing team in the development
of new packaging for both food and non-food products, including point
of sale, helping Morrisons to retain its much envied position as
Britain's fastest-growing supermarket chain.