The biggest redesign job in the UK involved us working with Morrisons to fundamentally overhaul their 17,000 strong own brand offering. The strategic review led to a new architecture that moved them away from the tired ‘good, better, best’ approach to one that reflected consumers varied needs and helped move the supermarket towards it’s ambition, to improve quality perceptions by demonstrating their ‘food culture’ and their human touch to everything…the people behind the food. A design approach for each pillar was devised and applied to thousand of products from the cool bistro culture of the M Kitchen range to the hand crafted illustrations that inject humanity and heart into the M Savers range.
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