The objective of supermarket chain Morrisons was to reposition itself as 'The food specialist for everyone'. The brand was geographically polarising, with no strong positioning. Landor Associates was approached to review the logo, which was furthered to develop the brand's look and feel, defining Morrisons' personality and tone of voice, and own-label packaging design. Perhaps partly as a result, Morrisons is now the fastest-growing supermarket chain in Britain.