I got a flyer through my door yesterday that was advertising Morrison's rebranded 'value' range... "M Savers". Normally I don't take time to examine junk mail... but something in the presentation made me stop and look.
I really like the simple, clean white packaging with a bold graphic that, in most cases, clearly and concisely represents the product... apart from the blue dog on the nappies... that is unless they are nappies for dogs?
I'm not a huge fan of 'quirky' fonts but the font used in the description really works... especially alongside the helvetica of the "M Savers" brandname.
I did some digging and found this article on packagingnews.co.uk... which names Cole Porter Bell as the agency responsible for the rebranding of 350 of Morrison's value products.
In the article representatives of the agency talk of creating "engaging designs"... on instilling the products with "charm".
“Morrisons’ new positioning is all about food culture and a human touch. These designs , which look handcrafted and quirky , contribute to the feeling that even Morrisons’ most humble products have been cared for by people.”I like the sentiment... albeit it is obviously a response to growing trends for all things handmade. And whilst these products weren't handmade... their redesign is a welcome one for me... its nice to see some thought going into the value range... especially around such simple yet strong and effective graphics.
Have a wee look below to see what I mean.
PS... this article is not an endorsement of these products but a recognition that their design is indeed charming.