Changing for Good
The impact of waste as an environmental issue has become increasingly important for manufacturers, retailers and for business stakeholders in recent times.
For over 50 years Morris & Son has worked tirelessly to repurpose problem stock, reduce waste, and play a role in being a good corporate citizen with its approach towards the environment. They came to us with an ambitious plan to become even more socially responsible in their business approach with a renewed focus on how they can benefit their customers, suppliers, and society in general.
The organisation originally consisted of two subsidiary brands – Morris & Son (a B2B business that specialises in wholesaling short-dated or surplus FMCG goods) and Approved Food (an online business that sells surplus or short-dated FMCG goods direct to consumers).
With the business well-positioned to capitalise upon the growing focus on reducing food waste and the environmental and social benefits, it identified a need to gain more clarity on exactly how it should position its brands to maximise their potential, and to then deliver a clear, compelling brand story to reflect this strategy. We were enlisted us to help them with this process.
We developed a new Group brand (Surplus Group) to deliver greater stature for the overall business. By refreshing and harmonising the two existing brand properties giving them a more contemporary look and feel, and via the creation of a new social enterprise brand we were able to develop a suite of interlinked brand properties for the Group.
We then created a new brand and identity system which was then applied across each of the four brands, building a cohesive and recognisable hierarchy to take the Group forward into this new era of corporate social responsibility which will help them to fully maximise the good work they do.
