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Morrisons Drum News UK

Morrisons kids’ food range unveils brand identity with Elmwood


By Ishbel Macleod | PR and social media consultant

September 13, 2013 | 2 min read

Morrisons new kids’ food range, Just for Kids, has unveiled its brand identity with Elmwood.

Just for Kids launches in stores nationwide throughout September across chilled ready meals including spaghetti bolognese, sausage and mash and chicken casserole, with the proposition ‘Kids at Heart, Mums in Mind’.

Kelly Broomhead, senior account manager at Elmwood, said: “We’re really thrilled with the way the new look and feel strikes the perfect balance between appealing to kids’ sense of fun while also shouting about the nutritional value and provenance of the food for parents.”

The packaging combines simple illustration with a textured background to give the impression of a tablecloth.

Discussing the new packaging, Carol Turner, strategic design manager at Morrisons, said: “The new Just for Kids concept really captures everything that’s so important about the range. We’re delighted with the way Elmwood’s designs bring to life the fun and enjoyment of mealtime for kids, while also reassuring mums and dads about the value of what their kids are eating. We look forward to seeing the new brand roll out across more categories in the coming months.”

The Just for Kids line is set to be extended for the next six months to include milk, yogurts, frozen, chilled juice and prepared fruit.

Morrisons Drum News UK

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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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