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 premium range of more than 200 products use ‘a classic crafted feel but with a modern twist’, according to Coley Porter Bell.
‘The objective is the same as with all the Morrisons’ ranges we have rebranded’, says Stephen Bell, creative director of Coley Porter Bell.
‘These products are the highest expression of Morrisons’ food values and we wanted to communicate just how much care goes into the making of these products. By designing outside the supermarket category conventions we wanted consumers to have a fresh take on Morrisons’ premium products.’
The packaging designs uses a window formed of a roundel in the shape of the Morrisons’ marque, which holds the product name and description beneath a gold stamp holding the Morrisons M logo.
Bell says, ‘We wanted to make a range that felt very premium and distinctive from the competition. A lot of care and attention went into the details with the look and feel – it had to ooze quality but in a Morrisons way.’