Elmwood designs Morrisons Just for Kids range

The range includes spaghetti bolognese, sausage and mash and chicken casserole.

Elmwood has previously worked with Morrisons on projects including branding the Little Big baby range and creating the identity for the Market Street offer.

The packaging designs feature product photography and an illustrative style, aiming to create a ‘level of humour for children to build a story around’, according to Elmwood.

Key nutrition information is highlighted in a section marked ‘the grown up bit’, featuring facts on how many of the recommended five-a-day fruit and vegetable servings the meal contains as well as messages highlighting points such as the British origin of the ingredients.

A textured background is used, aiming to create the feel of a tablecloth ‘that children would be drawing on and letting their imaginations run away with them’, says Elmwood.

Different illustrations across the range reflect the product, such as ‘super squiggly’ worm-like images on spaghetti bolognese packs, and walrus and seabird pictures across the fish pie packaging.

Kelly Broomhead, senior account manager at Elmwood, says, ‘This was the first step in transforming Morrisons kids’ food offering so it was crucial to get the design concept just right’.

She adds, ‘The new look and feel strikes the perfect balance between appealing to kids’ sense of fun while also shouting about the nutritional value and provenance of the food for parents.’

The Just for Kids concept will be gradually rolled out across 33 lines from five categories, with more being added over the next six months including milk, yogurts, frozen, chilled juice and prepared fruit.