StormBrands has partnered with Morrisons to redesign the supermarket giant’s organic range of products.
The brief for Storm was to rejuvenate Morrisons organic offering across the entire range of SKUs in line with a refreshed brand positioning and changing consumer behaviour around consumption of organically produced products. The agency was also asked to help educate consumers on what organic stood for by defining a distinctive and disruptive identity.
The resulting design showcases a new organic illustration, using natural earthy colours linked to the landscape. In addition, the “flexible label layout has an artisanal ‘batch’ feel, while each variant has its own colourway to aid navigation and differentiation, comprising three tones: a light top layer, an earthy core and a rich base”.
Zoe Phillipson, StormBrands creative director, said: “Having defined wider sources of inspiration driving both shopper and consumer awareness and consideration, we’ve now elevated the Morrisons organic range from following legacy category codes at a value for money price to setting new standards that respond to increasing consumer experimentation and aspiration around food, diet and supply chain. The resulting design system is fresh and contemporary with a beautifully crafted logo that encapsulates the Morrisons organic brand story.”
StormBrands worked with Morrisons on the redesign of its Counted range of calorie-controlled products.
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