At the end 2014 Morrisons was in a bad place – losing market share, suffering a poor Christmas trading period and facing stiff competition from discounters Aldi and Lidl. To reverse their fortunes, the retailer appointed ex-Tesco David Potts as the new CEO. He embarked on a long-term revival strategy for Morrisons which included developing a clear positioning for the brand. As part of this highly confidential project, we were engaged to help craft the proposition and develop a new visual identity. Provenance emerged as a key part of the Morrisons brand, and at the heart of the new visual identity we designed a new logo emphasising Morrisons expertise in fresh foods. The new identity was subsequently rolled out across the estate of 500 stores, including signage and POS, delivery vehicles and website.