ABOUT

Concept:

Morrisons wanted a more defined top tier range and realised that they would benefit from simplifying their premium offer by bringing back “The Best”. Research carried out through Stormbrands verified that Morrisons instincts were correct and we embarked on a collaborative process to re-design the complete premium tier.

Execution:

The Design of The Best uses understatement and simplicity to support the care and passion that Morrisons’ put into their best products. All packaging elements were considered in the redesign. Where possible the structure revealed the product to clearly display it’s quality and elevate it form its core range equivalent. The graphics then needed to subtly do their job without overpowering te product. When the structure could not show the quality of the product it was important that photography did this job well, so a relaxed and informal, editorial look was employed that highlighted the product or a key ingredient. As a rich premium black was used as the key brand colour care had to be taken in the print process to ensure a consistency across all substrates.

Results:

The Best range has been a great success and a key driver for Morrisons. Quote form the Guardian – “Morrisons enjoyed its best Christmas in seven years as the supermarket chain packed its shelves with the most popular products and opened more tills. Britain’s fourth-largest retailer reported a 2.9% increase in sales excluding fuel in the nine weeks to 1 January, with fresh fruit and vegetables, beers, wine and spirits, and its Nutmeg clothing range all performing well. Its new upmarket Best range was also a top performer, the retailer said.”