Global retail design specialist FITCH has devised the strategy, visual identity, interiors and architectural detailing of the M local— a new convenience store format for the UK 4th largest supermarket chain Morrisons.

The first, 3,000 sq. ft. store opened in Ilkley in West Yorkshire this month, ahead of the launch of two further pilot sites.

Research showed that UK shoppers were regularly disappointed in the freshness and range of convenience store products and M local was specifically designed to answer these concerns. It will offer constantly replenished products, with food placement and selection changing according to the time of day.

Alasdair Lennox, Creative Director at FITCH says, “Our key customer insight was that the British public do not believe that small convenience stores can genuinely deliver fresh fruit and veg or bake fresh bread, even though we would all love to have this on our street corner. FITCH’s principle design challenge was to create a retail proposition and expression that positions M local as ‘Daily Market Fresh’ to match the Morrisons’ operational model, as opposed to its competitors which generally offer ‘Supermarket Fresh’”.

The interior design embodies the atmosphere of a marketplace with clear lines of sight, the use of tile-work, exposed architecture and natural materials, such as wood and wicker.  The M local name itself establishes a strong link to the Morrisons parent brand, while evoking a more neighbourhood-focused store.  The new visual identity retains the design equity of Morrisons’ green and yellow, however it introduces a fresh green to the colour palette and a typographic style that takes it’s references from the eclectic and hand crafted feel of a true market place.

Lucy Unger, director for Europe and Russia at FITCH, says, “As the second largest food producer in the UK, Morrisons is already a brand with a really strong commitment to high quality and fresh food; M local really demonstrates a tangible investment in this promise to customers. It is very gratifying for FITCH to be working with Morrisons during such a dynamic period in their development.’

M local new store in Ilkley, West Yorkshire, UK