Williams Murray Hamm designs Morrisons’ NuMe healthy eating range

Williams Murray Hamm has created the branding and packaging for Morrisons’ healthy eating range NuMe.

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.

Hide Comments (1)Show Comments (1)
Comments
  • Cheryl November 30, -0001 at 12:00 am

    What does NuMe stand for? What does it actually mean?

  • Post a comment

Latest articles

Instrmnt D-01 X Risotto composite © Instrmnt and Future Positive Studio

Scottish design is “fresh, playful and exciting” in this new exhibition

Stacey Hunter is the director of Local Heroes – a new initiative which looks to dispel outdated ideas of Scottish design.

Its first exhibition and shop will take place at Edinburgh Airport’s plaza this August, and will showcase contemporary design from nine, talented Scottish designers.

We speak to Hunter about the importance of giving Scottish design a global presence, and her inspiration behind using the airport as her canvas…