The new designs are being introduced across a range of more than 40 varieties of tea.
A number of new speciality tea lines, including Darjeeling, Assam and Ceylon, are being introduced under the M Signature brand, while new flavoured teas are being brought in under the Fruit & Herbal Infusions range.
Morrisons says its design manager Christian DiLauro worked with Elmwood to develop the packaging designs.
Flavoured teas feature hand-drawn illustrations of ingredients floating into tea cups, while the M Signature teas feature intricate embossed designs.
Morrisons says the designs have been developed to help the range stand out on-shelf. Charlotte Dewhurst, strategic brand manager at Morrisons, says, ‘We want to introduce our customers to new tea flavours and varieties.’