Morrisons draws inspiration from traditional Christmas markets for this year's festive packaging

Morrisons has worked with Elmwood to develop the new visual identity for its Christmas 2014 range.

Claire Williams, head of design at Morrisons, said the retailer had wanted to “bring Christmas to life with a design that felt warm, eclectic and vibrant, as well as having great stand-out.”

Elmwood worked closely with the retailer to create the packaging concept that will feature across the store, from Morrisons Market Street counters to groceries, gifting, home and leisure products.

The design is inspired by traditional Christmas markets with touches celebrating Morrisons heritage. As green, red and gold are known visual signposts for Christmas these feature heavily in the colour palette.

Elmwood senior account manager, Kelly Broomhead, commented: “We wanted customers to feel really Christmassy, so have designed the range to capture the warm, homely feeling of a traditional family Christmas.

“We worked with Morrisons to build certain biomotive triggers into the design; these are visual cues that the brain recognises, enabling us to elicit those sorts of emotional responses. We also know consumers don’t read many things in store - they shop instinctively by colour and shape. As such, the background pattern uses simple Christmas symbols like stars and snowflakes at a scale that is easily recognised, while the bright red illuminated border is designed to capture the customer’s attention and highlight key product information.

“It’s all part of making Christmas at Morrisons easier.”

The Morrisons Christmas range is set to debut this autumn.

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