Morrisons Design & Branding MORRISONS SAVERS FOODS by Coley Porter Bell

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Industry Supermarkets
Media Design & Branding
Market United Kingdom
Agency Coley Porter Bell
Creative Director Stephen Bell
Designer Carolyn Sweet, Jessica Sidaway, Clare Taylor
Released January 2012

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: MORRISONS
Product/Service: M SAVERS
Chief Executive Officer: Vicky Bullen (Coley Porter Bell)
Creative Director: Stephen Bell (Coley Porter Bell)
Senior Designer: Craig Barnes (Coley Porter Bell)
Designer: Carolyn Sweet (Coley Porter Bell)
Designer: Jessica Sidaway (Coley Porter Bell)
Business Director: Naomi Farrugia (Coley Porter Bell)
Account Manager: Andy Hellmuth (Coley Porter Bell)
Designer: Clare Taylor (Coley Porter Bell)
Media placement: Branded Packaging - Supermarket - Jan 2012

Describe the brief from the client
Morrisons, 1 of the UK’s ‘big 4’ retailers, asked us to redesign their value range as part of our strategic overhaul of their entire own brand offer. The objective across the brand was to move away from the tired ‘good, better, best’ system to one that better answered consumer needs and better reflected their brand ambition of delivering quality and humanity; bringing the people behind the brand to the fore.

Describe the challenges and key objectives
• Shoppers were embarrassed when buying value products. We needed to communicate value for money beyond being ‘cheap’.
• The existing value design was cold and faceless. We needed to bring the brand values of ‘quality and humanity’ to life.
• The value range is just one of many ranges. We needed to increase share of own-label through value without cannibalising the sales of others.
• No structural or substrate changes could be made, to avoid costs. We needed to create huge change via graphics alone.
• The range includes 650 products. We needed to ensure standout across every category.

Describe how you arrived at the final design
This is value for the times we live in. Value ranges tend to be somewhat utilitarian, using template designs and a cold, corporate approach. Our identity moves away from this, to one which reflects the true values of the Morrisons brand: quality and humanity.
The individual hand-drawn illustrations and typography for each product dramatizes the care and attention to detail given by Morrisons even in their value offering. The result is something charming and optimistic, something that makes you smile. Finally, a value range that puts the ‘cheerful’ in ‘cheap’.

Give some indication of how successful the outcome was in the market
• Sales have increased by 48% since the January launch. Sales of other ranges have not been affected.
• The public response to the range has been overwhelming. As well as praise from the design community, more importantly we have received numerous emails and tweets from food bloggers and consumers telling us how much they love the new design. Perhaps, best of all they are now questioning the value ranges offered by other supermarkets, ‘why is no-one else doing this’?.
• The designs have made people positively re-evaluate the Morrisons brand: from just another supermarket, to one that actively understands and cares about its consumers.