Brand voice and pack copy

Morrisons, Britain’s third largest food retailer, wanted a clearly defined tone of voice for on-pack copy covering its own-label product range – representing 9,000 lines and 80% of its total business.

The challenge was to bring greater clarity and consistency to all copy, while defining distinctive styles for the label’s three product categories.

We developed a complete guidelines document covering tone of voice principles and a communications hierarchy for each product group, along with examples of how these could be applied in practice.

Designed for use by agencies, suppliers and employees across Britain, the guidelines were an important tool in strengthening the brand’s evolving identity.

Agency: Landor

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