This forms part of the consultancy’s rebrand of the entire Morrison’s own brand range. As reported by Design Week in April last year, Morrisons tasked the consultancy with re-evaluating the brand strategy for its own-brand products.
The Morrisons M Kitchen ready meals was the first range to launch, and began rolling out in October last year. Other ranges will continue to roll out over the next 18 months.
The Value range, which includes about 350 products,has been renamed M Savers to ‘reflect its consumer benefit’, according to Coley Porter Bell.
Stephen Bell, creative director of Coley Porter Bell, says,‘A lot of value ranges have one-size-fits-all, cookie-cutter designs. We really like the idea of giving it some heart and some personality, but balancing that with looking really cared for but not too premium.’
The packaging sees the core logo accompanied by ‘hand-crafted product illustrations of product silhouettes and shapes in a naivist style’, in ‘foody’ colours against a white background.
Bell says, ‘The naive style is really charming and simple – it’s optimistic but the style is strong, so although every illustration is different the white background holds it together.’
Coley Porter Bell senior designer Craig Barnes created a bespoke typeface for the product descriptions shown within the illustrations, which were all drawn in-house at the consultancy.
Bell says, ‘These designs, which look handcrafted and quirky, contribute to the feeling that even Morrisons’ most humble products have been cared for by people. We’d like people to raise a little smile when they see these designs.’
Carol Turner, head of design for Morrisons, adds, ‘These designs are engaging and completely unique.’