Brand design agency Coley Porter Bell has rebranded Morrisons‘ premium range as part of the retailer’s strategic overhaul of its own-brand offering.
The premium range which forms one of the key pillars of Morrisons’ own label portfolio has also been redefined. Moving on from Morrisons’ The Best – a range that simply included Morrisons best in category products, the new premium range consists only of products with something special – something that gives a clear point of difference from the Everyday Family Favourite. This could be a special ingredient, a special way of making the product or an interesting provenance.
The new packaging deliberately rejects many design conventions of the supermarket premium sector. The redesigned and redefined range replaces Morrison’s ‘The Best’ pillar, but there is no range descriptor. Instead of dark block colours and photography which define the category norm, Morrisons’ new premium designs have a classic crafted feel –but with a modern twist.
A roundel in rich brown is the common thread across all the products. It echoes the roundel of Morrisons’ corporate marque and holds the product name and description beneath a simple gold stamp holding the Morrisons M logo.
The care and attention to detail Morrisons takes with its food are suggested by an intricate filigree design which surrounds the roundel against sumptuous modern background colours. The Wm Morrison signature in gold is another indicator of the quality, care and passion that goes into Morrisons’ premium own-label products. Small high quality photographic cameos of ingredients differentiate products and underline their quality. Product descriptors support the product story with luxurious, indulgent vocabulary.
So far 200 skus have been redesigned.
Stephen Bell, creative director of Coley Porter Bell, said the new designs aims to inject real Morrisons values into Morrisons’ premium
products. “The objective is the same as with all the Morrisons’ ranges we have rebranded. Morrisons show a genuine love and exceptional care for their food and want this to be evident from the packaging. 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.”