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Morrisons value range rebranded by Coley Porter Bell


By The Drum Team, Editorial

January 10, 2012 | 2 min read

Morrisons’ entry level ‘value’ range has been rebranded by Coley Porter Bell as part of the retailer’s strategic overhaul.

The aim of the redesign, which will be rolled out over the next 18 months, is to strengthen the Morrisons brand and increase brand value by transforming Morrisons’ own label into a coherent own-brand.

Stephen Bell, creative director of Coley Porter Bell, said: “This is value for the times we live in. Value ranges tend to be somewhat utilitarian, using template designs and basic corporate colours. Research shows that consumers are often ashamed to be seen with them. But with the economy stalled for the foreseeable future, value ranges will be competing on more than just price. We wondered why shouldn’t entry level products have some charm and engagement?

“Morrisons’ new positioning is all about food culture and a human touch. These designs, which look handcrafted and quirky, contribute to the feeling that even Morrisons’ most humble products have been cared for by people. We’d like people to raise a little smile when they see these designs.”

Renamed ‘M Savers’, the new designs express the Morrisons brand with an iconic charcoal grey roundel bearing the letter M in white. This is accompanied by hand-crafted product illustrations of product silhouettes and shapes in a naivist style. The background is white, with the illustrations in bright colours.

Carol Turner, head of design for Morrisons, said of the redesign: “Our ambition is to be the brand worth crossing the road for and for the M Savers range the best quality possible at an affordable price. We’ve upped quality and altered the range based on genuine customer feedback through brand panels and now we are injecting real personality into our products through design too. These designs are engaging and completely unique.”


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