Morrisons Launches Laundry Care Private Brand

Take a look at these new Private Brand designs for the English retailer Morrisons create by the design agency Stocks Taylor Benson of the United Kingdom

Brief: laundry care is a complex segment. With a huge array of product types and product formats, the key to solving the brief was to clarify and simplify on pack messaging and create shelf standout for consumers.

The various product types (e.g. Bio, Non Bio, 2 in 1s and Colors’) and their benefits are the key messages. Then within each type a variety of different formats are available (tablets, capsules, powders, liquids and gels and super concentrates).

Creative Solution: steering away from the rather dated category norm imagery of flowers, butterflies, mothers hugging children and scientific whooshes, the revamped range focuses on a simple, strong design concept that mimics fabric care labels found on clothing. This ties the brand together and still allows for the important differences between product type and format to be clearly identified.

This design concept cleverly allows further key messages to be conveyed. The background fabric changes for product type. For example, a soft fleece fabric is used for Non Bio. Secondary messages, such as number of washes and washing temperatures, are displayed as icons done in the style of washing instructions found on clothing labels.

In a world populated all too often with copycat design when it comes to Private Brand packaging, the goal was to break convention and create category busting designs that will clean up against the competition.”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.