Morrisons Launches Just for Kids

Just-for-Kids-potw (3)British grocer Morrisons has unveiled a new brand identity for their Morrisons kids’ Private Brand. Just for Kids which launches in stores throughout September across chilled ready meals including spaghetti bolognese, sausage and mash and chicken casserole, brings a sense of fun to meal-time for kids, while reassuring parents of the quality ingredients and benefits for children.

The new identity was created by design agency Elmwood who worked closely with the retailer to create Just for Kids, which would transform their Morrisons Kids range from an own label to an own ‘brand’. Using the proposition ‘Kids at Heart, Mums in Mind,’ the new brand identity, including marque and packaging, reassures mums that kids are getting great food while still appealing to a child’s sense of fun.

Achieving just the right balance between sensible and serious, the design concept offers plenty of functional information for parents, whilst also providing a level of humor for children to build a story around. The design also helps the products stand-out on shelf.

Just-for-Kids-potw (4)Making the food the hero and protecting its integrity was of huge importance when reassuring parents, so the new concept introduces ‘The Grown-Up Bit’ to packaging, which highlights the key product benefits to mums and dads. This includes nutritional values, how many of their ‘five a day’ are contained inside, plus important messages such as highlighting ‘British’ produce are also incorporated.

The simple, imaginative illustrations often show interaction with the food, while the use of a textured background gives the sense of a tablecloth that children would be drawing on and letting their imaginations run away with them. This combined with the clear, honest tone of voice and a hint of gentle humor hits just the right note with children and parents alike.

Just-for-Kids-potw (1)Morrisons new Just for Kids brand will be gradually rolled out across 33 lines from five categories, with more being added over the next six months including milk, yogurts, frozen, chilled juice and prepared fruit.

Carol Turner, Strategic Design Manager at Morrisons said: “The new Just for Kids concept really captures everything that’s so important about the range. We’re delighted with the way Elmwood’s designs bring to life the fun and enjoyment of mealtime for kids, while also reassuring mums and dads about the value of what their kids are eating. We look forward to seeing the new brand roll out across more categories in the coming months.”Just-for-Kids-potw (2)


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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.