The redesign comes after research into consumer buying, showing that people can often be turned off buying own brand value products, which tend to be very template driven and use corporate colours, feeling asamed to be seen with them, even in these value driven times.
Morrisons wanted to change this perception, and create a value range that consumers wanted to be seen with.
The new ‘M Savers’ range consists of a new ‘M Savers’ logo, the Morrisons ‘M’ in a charcoal grey circle with the word ‘savers’ after it, which appears on all packaging. This strong simplistic logo helps to affirm the brands credentials.
Each product, for which 350 bespoke designs have already been created, features an illustration or silhouette that relates to it in a bright bold foodie colour on a white background.
Corley Porter Bell’s Creative Director – Stephen Bell, the company responsible for the new designs said “This is value for the times we live in. Value ranges will be competing on more than just price. We wondered why shouldn’t entry level products have some charm and engagement?”
Judge for yourself.
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