The Market Street offer, which originally launched in Morrisons Rothwell in 2009, features stalls including Fishmongers, Green Grocers, Family Butchers, Deli and Cake Shop, manned by staff with specialist skills.
Elmwood’s new identity for Morrisons Market Street is shown across tin signage used on each of the counters, aiming to create a look that recalls Morrisons’ heritage and gives ‘a sense of theatre’ without appearing ‘old fashioned’, according to the consultancy.
A range of 3D elements was created for the signs to enhance each stall, such as a stainless steel fish hook to form the ‘s’ on Fishmongers and a bell on the bakery sign that rings when the bread is ready.
Martyn Hayes, senior design director at Elmwood, says, ‘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.’
The consultancy adds, ‘The design concept for each of the individual categories within Market Street also had to inject real personality into the offering and convey the warm family feel of shopping in a local store’.
Elmwood’s designs are also shown on the backdrop or each stall, which is painted on to the brickwork ‘in [the] style of the corner shops of yesteryear’, according to the consultancy
Morrisons Market Street area has been rolled out on a trial basis this month in Croydon and Rothwell.