Morrisons Redesigns Premium Private Brand

As part of the retailer’s strategic overhaul of its Private Brand portfolio English grocer Morrisons‘ has introduced a redesign its premium Private Brand range. The new design was created by British brand design agency Coley Porter Bell and has been executed across 200 skus so far.

Stephen Bell, creative director of Coley Porter Bell, said the new designs aims to inject real Morrisons values into Morrisons’ premium products. “The objective is the same as with all the Morrisons’ ranges we have rebranded. Morrisons show a genuine love and exceptional care for their food and want this to be evident from the packaging. These products are the highest expression of Morrisons’ food values and we wanted to communicate just how much care goes into the making of these products. By designing outside the supermarket category conventions we wanted consumers to have a fresh take on Morrisons’ premium products.”

The premium line which forms one of the key pillars of Morrisons’ own label portfolio has also been redefined. Moving on from Morrisons’ The Best – a range that simply included Morrisons best in category products, the new premium range consists only of products with something special – something that gives a clear point of difference from the Everyday Family Favourite. This could be a special ingredient, a special way of making the product or an interesting provenance.

The new packaging deliberately rejects many design conventions of the supermarket premium sector. The redesigned and redefined range replaces Morrison’s ‘The Best’ tier, but there is no explicit descriptor. Instead of the expected dark block colors and photography, which have become the clichéd norm, Morrisons’ new premium designs have a classic crafted feel – but with a modern twist.

A roundel in rich brown is the common thread across all the products. It echoes the roundel of Morrisons’ corporate marquee and holds the product name and description beneath a simple gold stamp holding the Morrisons M logo.

The care and attention to detail Morrisons takes with its food are suggested by an intricate filigree design which surrounds the roundel against sumptuous modern background colors. The Wm Morrison signature in gold is another indicator of the quality, care and passion that goes into Morrisons’ premium Private Brand products. Small high quality photographic cameos of ingredients differentiate products and underline their quality. Product descriptors support the product story with luxurious, indulgent vocabulary.

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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.