The 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.’