New-look bulkhead signage has been installed by one of the largest supermarket chains in the UK, in its stores in Rothwell and Croydon.
Morrisons commissioned a Leeds-based design firm to create the signage, which aims to foster a sense of novelty and community. The new signs, many of which contain 3D elements, have been designed as part of a branding exercise for Morrisons Market Street.
Charlotte Dewhurst, of Morrisons, explained that the new signage captures the essence of Market Street, which is “such an important element of Morrisons’ offering.”
The signs contain persuasive language and eye-catching straplines, such as the ‘just the way you like it’ sign, which hangs above the fresh fish counter. Union Jacks are positioned for optimal effect and an old-fashioned charm is evident in signs such as “OVEN FRESH,” featuring 3D lettering and homely symbols and shapes (i.e. of cooking pots and utensils).
Elmwood, the design firm tasked with creating the new signage, described its approach as aiming to recreate the “style of the corner shops of yesteryear.”
Here at The Sussex Sign Company, we always consider how a brand might be viewed in its environment when we create in-store signage. The aim is to communicate the most appropriate message and atmosphere. And that is exactly what Morrisons and Elwood appear to have achieved.