Elmwood creates new identity for Morrisons Market Street

Elmwood has designed a new identity for Morrisons Market Street.

Butcher sign
Butcher sign

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.

Morrisons Market Street overview
Morrisons Market Street overview

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.

Deli sign
Deli sign

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.

Oven Fresh sign
Oven Fresh sign

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’.

Shoppers at Morrisons Market Place
Shoppers at Morrisons Market Place

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

Elmwood has previously worked on Morrisons projects including redesigning Morrisons tea packaging and the Little Big baby range.

Morrisons Market Street area has been rolled out on a trial basis this month in Croydon and Rothwell.

Morrisons Croydon
Morrisons Croydon
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Comments
  • Alessandro Bianco November 30, -0001 at 12:00 am

    Dear Elmwood

    I really love your work and I’d love to join your team of designer!

    If you are looking for a junior graphic designer willing to learn please have a look at
    my portfolio http://www.coroflot.com and get in touch with me al_bianco@yahoo.co.uk

  • Jili Allen November 30, -0001 at 12:00 am

    Interesting concept although seems a little cold, I’m afraid, however, I can’t get over the sign in the 5th image – whoever thought that ’50 species of fish’ would sound appealing, has blatantly never eaten fish, or owned a pet – a ‘species’ is not an invitingly tasty word in the slightest…

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