Williams Murray Hamm designs Morrisons' NuMe healthy eating range
Williams Murray Hamm has created the branding and packaging for Morrisons’ healthy eating range NuMe.
The range replaces the existing Eat Smart range, and comprises 315 chilled, frozen and ambient products. The first items to launch this week are a range of 18 yoghurts.
The branding uses a white typographic logo on a greenish-yellow background, with the ‘NU ME’ letters surrounding the black and white Morrisons ‘M’.
According to Morrisons, the NuMe packs use a new labelling system that ‘aims to demystify health cues and help shoppers navigate for healthier options more simply’ using a ‘clear, simple iconography’ to easily display information about calorie content and the product’s contribution to the recommended five-a-day portions of fruit and vegetables.
The new range forms part of the supermarket’s wider own-brand overhaul led by Coley Porter Bell, for which the consultancy has created packaging for the M Savers value range and M Kitchen ready meals.