Day: June 2, 2022

Brand and design consultancy StormBrands, has continued its partnership with Morrisons to create a new design direction for the supermarket’s ‘Free From’ range.

The new design system, for the roll out across more than 100 SKUs represents a shift in approach for the range, emphasising the products’ flavour story rather than just the removal of potential allergens such as wheat, gluten and milk.

Morrisons ‘Free From’ range has gained a loyal customer base over time and has the benefit of being merchandised together in one place creating a ‘Free From’ destination in store.

The supermarket briefed Storm to redesign and revitalise the range, which, whilst still prominent and ownable, needed to compete more powerfully against the increasingly personality-led brands entering the market.

Storm needed to define a bold and exciting new identity that offered clarity as well as being flexible enough to travel across ranges, appeal to an increasingly diverse spectrum of consumers and all while delivering a very clear and important allergen message and communicating fullness of flavour.

The agency carried out a strategic market and competitor audit and identified an opportunity to elevate the Free From range from a portfolio of products that solely removes allergens to a range that is packed full of flavour, has vibrant and inspiring meal options and delivers food freedom for all.

The new design needed to find a balance which spoke to both ‘have to’ consumers who have serious allergy intolerances and consumers who choose to eat ‘Free From’ products as part of a lifestyle choice.

Zoe Phillipson, StormBrands creative director commented: “Our new range design for Morrisons ‘Free From’ products feels like the perfect balance of trust and taste. We’ve broken free from the functional constraints of the brand and unleashed a full-on flavour extravaganza with expressive typography and a mouth-watering ingredient story. Nutritional signposting and clarity of messaging is still key, but is now delivered via a life-affirming and joyous visual language and tone of voice.”

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Design and innovation agency Seymourpowell has collaborated with Republic of Fremantle to design the new premium flagship range of Aromatic Gin, Full Bodied Gin and Signature Vodka.

Western Australian urban distillery in the heart of Fremantle’s bustling West End, Republic of Fremantle, was established in 2019 and is one of the few distilleries in the world crafting their spirits from scratch, using innovative ‘grape to glass’ distilling methods to create the base spirit from locally sourced wine.

Seymourpowell’s creative solution for this flagship range garnered inspiration from the brand’s Antipodean provenance with a fresh and differentiating colour palette, and inclusion of familiar symbols of the historic port of Fremantle. Sails, lighthouse and compasses weave through the linear horizon, echoing the style of modern banknotes – treating the physicality of the bottle itself as an embodiment or symbol of currency for the Republic.

Allison Spence, creative director, brand, Seymourpowell, commented:“At the heart of the conceptual thinking, the visual storytelling was focused around the unique production method, from grape to glass. The multifaceted, complex and layered tasting notes of the product itself, are reflected in the detail of the designs.”

The symbols featured on each product are embellished in foil and are inspired by the vintage bottles found at the site during excavation at the beginning of the build. These symbols represent a bold spirit, all the while reiterating the renegade drive of the makers. Each of the icons portrayed on the bottle designs have been created to form a ‘kit of parts’ that transcend the packaging and adapt and flex across all touchpoints for the brand from website assets to signage.

The result is an intriguing multi-layered 360 design which encourages the consumer to rotate the bottle and discover more about the Republic of Fremantle proposition.

“The team at Seymourpowell tackled our brief exceptionally well, bringing the philosophy of the Republic to life by incorporating the core of our brand’s origin and offering at the heart of its visual identity,” said John McVeigh, co-founder, Republic of Fremantle. “The designs tell our story and encourages our customers to interact with the product. We wanted to develop something that celebrates our origin, unique distilling process and provenance at every pour, proudly standing out from other brands.”

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Snacks brand, Eat Real, is seeking to broaden its appeal to a wider audience of health-conscious shoppers by rebranding its full range.

Under the new brand positioning ‘Relishing the Alternative’, the better-for-you snacking brand is following the growing movement around healthier, yet delicious plant-based snacking.

The new refreshed packs, designed by Bristol-based design studio Outlaw, aim to bring Eat Real’s big bold flavours to life.  By highlighting its culinary ingredients and artisanal food experiences, they call on food lovers to take pleasure in discovering alternative, healthy combinations.

Launching in May, the updated packs will extend across its full Lentil, Quinoa, Hummus and Veggie Chip ranges, starting with hero flavours including Hummus Tomato & Basil, Lentil Chilli & Lemon, Hummus Salted and Quinoa Sour Cream & Chive.

Keeping its pioneering roots at the forefront, the new design highlights both its flavour combinations and better-for-you credentials, including vegan and gluten-free.

All Eat Real products remain free from artificial colours, flavours and ingredients, with the Hummus and Lentil ranges containing 30% less fat than regular potato chips.

The rebrand coincides with the redevelopment of the Hummus Chips range, in which four of its flavours are now HFSS compliant thanks to a reduction of its salt content by more than 50%.

Eat Real marketing director, Helen Pomphrey explained: “Eat Real has become pioneers in better-for-you thanks to its unusual ingredients layered with bold, unexpected flavours inspired by the combinations you find in your own cooking.

“We’ve found that Eat Real’s flavours are a key driver to consumer purchase, as more people opt for delicious, yet healthy alternatives.

“|Using bright bold colours and showcasing our mouth-watering ingredients on-pack, the new look and feel is set to bring excitement to the range, whilst also bringing the bold flavours to life.”

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