Morrisons
Brand voice and pack copy
Tone of voice development for Morrisons’ own-label product range, covering 9,000 lines and representing around 80% of the retailer’s total business.
The brief was to bring greater clarity and consistency to on-pack language while defining distinctive styles for the brand’s three product tiers.
I developed a comprehensive guidelines document setting out tone of voice principles and a communications hierarchy for each category, supported by practical examples of how these should be applied.
Designed for use by agencies, suppliers and internal teams across the UK, the guidelines became an important tool in strengthening the brand’s evolving identity.
Agency: Landor
Related work
