MORRISONS ‘FREE FROM’ RANGE

Brand and design consultancy StormBrands, has continued its partnership with Morrisons to create a new design direction for the supermarket’s ‘Free From’ range which will roll out across more than 100 SKUs. The new design system represents a shift in approach for the range, emphasising the products’ flavour story rather than just the removal of potential allergens such as wheat, gluten and milk.

Morrisons ‘Free From’ range has gained a loyal customer base over time and has the benefit of being merchandised together in one place creating a ‘Free From’ destination in store.

The supermarket briefed Storm to redesign and revitalise the range, which whilst still prominent and ownable needed to compete more powerfully against the increasingly personality-led brands entering the market. Storm needed to define a bold and exciting new identity that offered clarity as well as being flexible enough to travel across ranges, appeal to an increasingly diverse spectrum of consumers and all while delivering a very clear and important allergen message and communicating fullness of flavour.

Storm carried out a strategic market and competitor audit and identified an opportunity to elevate the Free From range from a portfolio of products that solely removes allergens to a range that is packed full of flavour, has vibrant and inspiring meal options and delivers food freedom for all. The new design needed to find a balance which spoke to both ‘have to’ consumers who have serious allergy intolerances and consumers who choose to eat ‘Free From’ products as part of a lifestyle choice.

Zoe Phillipson, StormBrands Creative Director commented:

“Our new range design for Morrisons ‘Free From’ products feels like the perfect balance of trust and taste. We’ve broken free from the functional constraints of the brand and unleashed a full-on flavour extravaganza with expressive typography and a mouth-watering ingredient story. Nutritional signposting and clarity of messaging is still key, but is now delivered via a life-affirming and joyous visual language and tone of voice.”