Role — Designer
When — Fitch 2010 / 2011
Created whilst working at Fitch London.
A localised store format for Morrisons.
The late move for Morrisons to the localised, express store format meant it’s point of difference had to be competitive in an over saturated market.
Whilst working at Fitch, we created a store format which suited Morrisons core difference over the other main supermarket retailers; celebrating fresh food.
We aimed to bring personality, community and engagement to the small store format, which many associate with unhealthy convenience food. By celebrating fresh food areas instore, using strong, fresh colours and eclectic typography we were able to create a range of stores (currently rolling out nationwide) which help to bring Morrisons large store experience to local communities.