Coley Porter Bell Rebrands Morrisons’ Core Own-Label Range

Branded ‘Everyday Family Favourites’, the range aims to offer quality equal to that of market leading brands. It is seen as the key to Morrisons improving consumer perceptions of its quality and food culture.

21 Sep 2012 --- Coley Porter Bell has rebranded Morrisons‘ core range, the biggest and strategically most important of its own-label ranges.

Branded ‘Everyday Family Favourites’, the range aims to offer quality equal to that of market leading brands. It is seen as the key to Morrisons improving consumer perceptions of its quality and food culture.

The central thought behind the range is the ‘promise to please’. Products in the range are selected because of especially good tasting ingredients, naturalness and efficacy. The role of the packaging is to convey what it is about each product that delivers ‘the promise to please’.

The designs all use photography but in three different styles depending on the nature of the promise. The first and most prevalent is a lifestyle or editorial approach designed to evoke the eating experience. The second is led by the provenance or quality of ingredients. The third is for products such as crisps where the ‘promise to please’ is based largely on the fun of consumption.

An EFF label is superimposed on the photographs of the food. The label itself is usually in cream. The Morrisons ‘M’ logo appears at the top of the labels, set at an angle in an oval shaped grey/brown decal. Product names appears in a typeface specially designed for Morrisons by Coley Porter Bell to give EFF products a distinctive feel and more human touch. Further product information appears in Archer Bold typeface.

Said Stephen Bell, creative director of Coley Porter Bell: “Morrisons Everyday Family Favourites is the key pillar in Morrisons’ brand architecture. It is where the volume lies and where the major effect on perceptions of Morrisons’ brand comes from. It is the channel through which they are most likely to be able to express their true passion for food. And food is the mainstay of their business. These design convey that passion and commitment.”