Morrisons rebrands its wines, beers and spirits range with Elmwood
Morrisons has re-launched its entire range of own brand wines, beers and spirits with the help of design consultancy Elmwood.
The re-launch has been designed to inspire customers to try new products and sees the wine offering rebranded and re-organised with options to suit every occasion and price point, reinforcing the supermarkets expertise in wine as well as making the shopping experience more accessible and understandable for customers.
Distinctive labelling concepts have been created to make it easier for customers to choose the right wine for the right occasion.
For those who prefer to shop for wines by the grape Elmwood’s designers have used handcrafted chalkboard typography, and for those who prefer to shop by region bold block colouring and travel stamps are teamed with visually appealing fonts to communicate the flavours.
“The success of this re-launch has been the result of a great collaborative effort, cemented by the fantastic knowledge and expertise of Morrisons’ wine buyers. We’re thrilled with the way Elmwood’s designs not only convey Morrisons’ expertise in the wines, but also make shopping for wine easier and more enjoyable for all types of customers,” said Claire Williams, head of design at Morrisons.
The more indulgent M Signature range of wines feature Elmwood designs distinguishing each bottle in the range alongside copy from Morrisons copy manager Liz O’Connor which aims to engage consumers, bringing the unique story of each wine’s provenance and heritage to life.
Martyn Hayes, designer director at Elmwood, added: “It was really important to understand the design cues that resonate with customers when buying regional wines, whilst also giving the wines an own-able look and feel. The project was a great opportunity to use an array of illustrators and typographers to bring our ideas to life.”
The new-look wines will roll out in Morrisons stores this October.
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