Morrisons launches Little Big baby brand range designed by Elmwood

By Jennifer Faull | Deputy Editor



morrisons article

June 6, 2013 | 2 min read

Morrisons has launched a new baby range created by design agency Elmwood.

Rolling out across stores throughout June, it is hoped the new brand will help position the supermarket as a “credible baby destination”, providing parents with products including nappies, wipes and toiletries.

“We are delighted to be rolling out Little Big across our stores to help firm our position as a leading and trusted brand for mothers and babies. Elmwood has helped us create a highly credible and easily recognisable own-brand across the baby category,” said Jodene Rogers, senior brand manager at Morrisons.

Elmwood designed the range to be a friendly, empathetic approach to parenting, working with the idea of every day experiences between baby and parent.

The packaging features soft elephant illustrations, aimed at creating a recognisable and emotive brand with broad market appeal and a photographic element on the nappies to aid product navigation and also convey the brand message.

Elmwood account manager Kelly Broomhead added: “This has been a fantastic project and is part of our growing relationship with Morrisons.

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“People have a very trusting relationship with the supermarket and it is the perfect place to supply them with all their baby needs from newborn onwards.”

Elmwood’s Little Big concept has been rolled out across all product packaging, POS and online.

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Elmwood is the world’s most effective brand design consultancy. A bold statement, but true. We’ve won more Design Effectiveness Awards than anyone else in the history of the scheme, recognition of our work’s commercial success.Elmwood began as a small, local agency in 1977, and whilst we now have studios in Leeds, London, New York, Singapore, Hong Kong and Melbourne, we’re still very much independent.

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