Archive for July, 2012

Morrisons M Savers bucks decline in value lines with 40 per cent sales hike

by Alex Benady

from own label to own brandSupermarket chain Morrisons says  sales of its  budget line increased by nearly 40 per cent in the last year following a rebranding as M Savers by Coley Porter Bell. The increase means that Morrisons M Savers is the only one of the big four supermarket chains’ budget lines to grow its share of grocery sales over the past year.

Morrisons chief executive  Dalton Phillips told The Sun newspaper two weeks ago that M Savers sales were growing at a rate of 40 per cent. According to figures provided for a Design Business Association design effectiveness award paper, the performance of Morrisons  M Savers contrasted sharply with the performance of other supermarket budget ranges.

Unlike earlier recessions which saw sales of budget lines grow, Tesco’s, Sainsbury’s and Asda’s budget ranges all suffered  a small but marked fall in their share of grocery sales in the last twelve months. Morrisons M Savers range however, increased its share of grocery sales by nearly a third. (more…)

John West says redesign produced 300% ROI

by Alex Benady

Market leading canned fish brand John West says it has seen sales soar by over 20 per cent since it was redesigned by Coley Porter Bell last year.

Faced with losing share in a market increasingly driven by price, John West commissioned Coley Porter Bell in 2010 to develop a new brand identity and re-organise the brand architecture to aid navigation at point of sale.

 Data provided by the company for a Design Business Association design effectiveness award paper shows that it has strengthened its grip on the canned fish market with 32.5% value share, since the brand over haul. (more…)

BA ads so good the others look bad

by Alex Benady

I look around at the deluge of Olympic themed packaging, promotions and advertising and all I see is waste. Millions upon millions of marketing pounds in my face, yet indistinguishable, invisible and irrelevant.

As every brand in the world apparently leaps aboard the Olympic band wagon, the vast majority of their marketing materials wash over my head in a tide of empty boasting and meaningless guff. In the supermarket, on the street and in front of my tv, I can feel my brain actively disengaging as Olympic messages appear.

Most brands seem to think that the mere fact that they are sponsors or partners or ambushers of the Olympics, will impress me so much that I’ll remember their campaign and change my opinion of their brand. (more…)

Packaging really can affect product performance.

by Vicky Bullen

When brand design companies pitch the benefits of packaging, they tend to talk about bringing the brand to life, creating a connection with consumers and ensuring that the product stands out on shelf.

While they might talk about setting up the right product perceptions, the design industry has rightly been wary of arguing that the right design can actually improve a product. Not expectations of the product or feelings about the product, but how the product physically performs.

We have fought shy of claiming that the right packaging design will make your aspirins relieve pain better, or make your wine more pleasurable or your milk fresher.

It has fallen to someone from outside the design discipline to make that case. (more…)

Coley Porter Bell rebrands Morrisons’ core own-label range

by Alex Benady


Coley Porter Bell has rebranded Morrisons‘ core range, the biggest and strategically most important of its own-label ranges.

Branded ‘Everyday Family Favourites’, the range aims to offer quality equal to that of market leading brands. It is seen as the key to Morrisons improving consumer perceptions of its quality and food culture.

The central thought behind the range is the ‘promise to please’. Products in the range are selected because of especially good tasting ingredients, naturalness and efficacy. The role of the packaging is to convey what it is about each product that delivers ‘the promise to please’.

The designs all use photography but in three different styles depending on the nature of the promise. The first and most prevalent is a lifestyle or editorial approach designed to evoke the eating experience. The second is led by the provenance or quality of ingredients. The third is for products such as crisps where the ‘promise to please’ is based largely on the fun of consumption.

An EFF label is superimposed on the photographs of the food. The label itself is usually in cream. The Morrisons ‘M’ logo appears at the top of the labels, set at an angle in an oval shaped grey/brown decal. Product names appears in a typeface specially designed for Morrisons by Coley Porter Bell to give EFF products a distinctive feel and more human touch. Further product information appears in Archer Bold typeface.

Said Stephen Bell, creative director of Coley Porter Bell: “Morrisons Everyday Family Favourites is the key pillar in Morrisons’ brand architecture. It is where the volume lies and where the major effect on perceptions of Morrisons’ brand comes from. It is the channel through which they are most likely to be able to express their true passion for food. And food is the mainstay of their business. These design convey that passion and commitment.”


Coley Porter Bell adds value and personality to Morrisons’ premium range

by Alex Benady


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.”


Brands that wave the flag

by Alex Benady

Electricite de France

As brands in every conceivable category seek to cash in on the summer of 2012, British brand design agency Coley Porter Bell has compiled a list of patriotic heroes and villains guilty of pure flag wash.

The ranking is based on three factors: Britishness; brand fit and quality of design. (more…)

A message in a bottle for Beefeater

by Alex Benady


London's on the inside

Brand design agency Coley Porter Bell has created a summer of 2012 limited edition souvenir bottle for Beefeater Gin that goes beyond conventional imagery to celebrate the energy and diversity of the real London.

The message in the bottle is that if you want to see the real London this summer you have to take a deeper look. (more…)

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