Morrisons Bakery

Driving new ideas.

The Morrisons Team had specific request and requirements for a ‘next generation’ concept:

• The design intent was to move from a timber slatted shelf system to a full post wire shelf system

• The 4th generation needed to be modular and flat packed vs. the fully-assembled 3rd generation

• With hygiene as a priority, the system needed to be easier to clean, so we added a base draw system to catch crumbs

• But above all, Morrisons wanted to promote their premium ‘Best of ‘ range. The initial direction for this was packing-free, however, the offer changed due to Covid and was ultimately packaged

Morrisons had a design of the desired look and feel, but it needed refining and developing into a fully-workable concept. With substantial expertise in supermarket ‘Fresh’ areas such as: produce, bakery, food-to-go & flowers, our team was able to add substantial value in making the concept practical, elegant and completely customer-focused.

Adapting to a changing brief in challenging times.

The development posed unique challenges as the prototype was built pre-covid. The client’s design teams reviewed the fixtures at our manufacturing facility and needed to make amendments – adding in screens due to the compliance requirements of the pandemic. We were fast to respond and produced a second prototype which was presented, signed-off, and installed into Morrisons Huddersfield in less than 3 weeks.