Morrisons Brews New Private Brand Tea

Morrisons Tea FrontThe UK’s fourth largest supermarket grocer Morrisons is introducing new brand packaging for its Private Brand line of tea. The new designs, created by the design agency Elmwood, are being introduced across a range of more than 40 varieties of tea.

A number of new specialty tea lines, including Darjeeling, Assam and Ceylon, are being introduced under the premium tier M Signature brand, while new flavored teas are being brought in under the Fruit & Herbal Infusions range.

According to Morrisons their design manager Christian DiLauro worked with Elmwood to develop the packaging designs.

Flavored teas feature hand-drawn illustrations of ingredients floating into teacups, while the M Signature teas feature intricate embossed designs.

The designs have been developed to increase on-shelf visibility. Charlotte Dewhurst, strategic brand manager at Morrisons, says, ‘We want to introduce our customers to new tea flavors and varieties.’

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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.