Coley Porter Bell - M Savers

Another great redesign by Coley Porter Bell. Again, like one of my previous posts, it is regarding Morrisons own brand food range. The own brand range have progressed to have different varieties, from the cheapest-of-the-cheap, to the cheap, to luxury.

 

New Design

 Old Design

This time I'm talking about the cheapest-of-the-cheap range. Each of the major supermarkets have one of these types of own brand. Typically the packaging is quite hideous. Nothing exciting, doesn't particularly stand out on the shelf, and it's not what people like to be seen buying. Coley Porter Bell have rejuvenated the brand for Morrisons. They've made it much more appealing, with each item having some individuality and not being cluttered. Craig Barnes is a senior designer at Coley Porter Bell, and is the creator of the handwritten typeface used. Having a unique typeface shows that the cheapest range has been given some attention, and reflects that the quality of the product may be higher. It has also been renamed from 'Morrisons Value' to 'M Savers'. Even the name is more appealing.

I've seen some of the new packaging in store, and there's still more to come.