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Curating the very best packaging design

Morrisons

September 26, 2011 | 6 Comments

Designed by Stocks Taylor Benson | Country: United Kingdom

Brief: laundry care is a complex segment. With a huge array of product types and product formats, the key to solving the brief was to clarify and simplify on pack messaging and create shelf standout for consumers.

The various product types (e.g. Bio, Non Bio, 2 in 1s and Colours) and their benefits are the key messages. Then within each type a variety of different formats are available (tablets, capsules, powders, liquids and gels and super concentrates).

Creative Solution: steering away from the rather dated category norm imagery of flowers, butterflies, mothers hugging children and scientific whooshes, the revamped range focuses on a simple, strong design concept that mimics fabric care labels found on clothing. This ties the complete range together and still allows for the important differences between product type and format to be clearly identified.

This ‘label’ design concept cleverly allows further key messages to be conveyed. The background fabric changes for product type. For example, a soft fleece fabric is used for Non Bio. Secondary messages, such as number of washes and washing temperatures, are displayed as icons done in the style of washing instructions found on clothing labels.

In a world populated all too often with copycat design when it comes to own label packaging, the goal was to break convention and create category busting designs that will clean up against the competition.”

Comments

6 Responses to “Morrisons”

  1. Midgley
    September 26th, 2011 @ 8:05 pm

    I would buy this! Well done.

  2. akrok design
    September 28th, 2011 @ 12:07 pm

    think the names could got some nicer name treatments. “unbio” don’t sounds good. either do “bio”.

  3. key
    September 29th, 2011 @ 2:07 am

    so nice!I like it!

  4. Sandra
    October 2nd, 2011 @ 12:47 pm

    Horrible. What is the name of the brand… bio? 2 in 1? Who knows.

  5. gera
    October 3rd, 2011 @ 12:24 pm

    Sandra, the name of the brand its morrisons, its in the title -.- the logo its over the word “bio” and “2 in 1″ sorry for my bad english

  6. Jibbyduka
    April 23rd, 2012 @ 9:11 am

    You’ve got all that flowery stuff going on with the lavender, while the others are stark, with no mention of the scent or what the difference of bio and non-bio is. Not bad, just not consistent or self-explanatory enough.

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