Morrisons’ Free From, Counted and Natural ranges have been repositioned, every with their very own distinctive packaging, color palette and typography.
Strombrands has partnered with Morrisons on the strategic repositioning and rebrand of its three own-label ranges in a bid to “rejuvenate” them into “vacation spot manufacturers” that inform “customers’ life-style decisions and habits”.
The studio acquired three separate briefs which collectively led to an overhaul of Morrison’s well being and wellness portfolio. The grocery store’s Free From, Counted and Natural ranges “wanted daring, vibrant identities to attraction to an more and more various spectrum of customers”, says Stormbrands inventive director Zoe Phillipson.
Free from “compromise”
In addition to having to make Morrisons’ ranges stand out amongst different “main gamers”, Phillipson says timing was additionally a problem that the staff needed to work round. The transient for the Free From vary gave the studio “simply 5 months” to work on all the things together with the preliminary idea, growth, tips, artwork route, art work, retouching and ultimate launch throughout greater than 100 SKUs, she provides.
It was additionally difficult to “evolve” because of the nature of the vary, says Phillipson, as it’s usually about “severe dietary necessities” reasonably than “preferences”. She provides that the Free From ranges new branding is all about balancing “belief and style”, which is tried by way of pairing “expressive typography” with clear “dietary signposting”.
Phillipson explains that the vary was “not dwelling as much as its title” when it got here to the design because it lacked the “spirit of liberation”. Whereas the highest third of the packaging takes on a “extra severe” tone by way of its authoritative typestyle, Phillipson says that the underside two thirds of the pack incorporate “vivid, wealthy textured backgrounds”, “an evocative hand script”, and “mouth-watering meals images” to debunk the notion {that a} managed weight-reduction plan means a “compromise” on flavour.
“Assured” counted vary
“Packaging cues” round weight-reduction plan ranges usually go down “a path of diluted style and satisfaction” and may look “fairly retro and pharmaceutical”, in line with Phillipson. In an effort to maneuver away from this, Phillipson says Stormbrands opted for “a loud, proud and vibrant” design system, with a “highly effective” typography at its centre.
She provides: “Clear calorie messaging remains to be on the coronary heart of the proposition to maintain the patron in management, however it’s now celebratory reasonably than apologetic, and the images dials indulgence as much as the max.”
The general tone of the vary has additionally been repositioned in a bid to slot in with “broader life-style and design developments round well being and wellness”, say Phillipson. By implementing a “clear and uncluttered design system”, Stormbrands sought to allow “knowledgeable decisions and encourages optimistic motion” in the direction of well being and wellbeing targets.
The revised and extra optimistic tone additionally hyperlinks with the truth that “many customers will dip out and in of diets”, says Phillipson. The identification is designed to be “inspiring and empathetic”, reasonably than feeling like it’s “a part of a strict regime”.
The “spirit” of natural
Standing out from the “sea of inexperienced” and “down on the farm” semiotics that “dominate” the natural meals class was a key driver behind the repositioning of the Natural vary, says Phillipson. The result’s a “recent and up to date” design system mixed with “a superbly crafted brand” Phillipson provides.
She additional explains how the illustrations nod to the “wealthy, various layers of the soil”, whereas the “pure earthy” colors hyperlink to the hues of a farming panorama. The pliability of the format signifies that every variant has its personal colourway to “help navigation and differentiation”, which Phillipson says includes three tones: “a light-weight high layer, an earthy core and a wealthy base”.
Its new place seeks to current the “natural proposition” as a “mindset or life-style” the place customers are invited to “play their half” in taking care of the earth, says Phillipson.
Free From was the largest vary and can roll out over greater than 100 SKUs, adopted by Natural with over 80 SKUs after which Counted with round 25 SKUs with “an ever-ongoing checklist of latest product developments to rollout”, says Phillipson. Every identification can be launched throughout in-store factors of sale together with shelf strips and hanging posters in addition to Morrison’s digital and social platforms.
