DESIGN FOCUS
Every issue, our panel of experts dissects the latest packaging designs to hit the shelves. Thismonth, it’s supermarketMorrisons and their value range redesign
Morrisons is the fourth largest supermarket chain in the UK. Founded in 1899 byWilliamMorrison, it had humble beginnings, start- ing as a butter and egg stall in RawsonMarket, Bradford. Once deemed a ‘Northern’ supermarket, branches are now situated throughout the country fol- lowing the chain’s takeover of Safeway in 2004. In 1952, shaping theMorrisons we know now,William’s son Ken took over the company aged 26, with the first store opening in 1958. It was the first self-service store in Bradford as well as the first store to have prices on its products. It had just three checkouts. The first Morrisons supermarket, called ‘Victoria,’ was then opened in 1961 in the Girlington district of Bradford. In 2008, Ken retired from the company. Currently under the man- agement of Dalton Philips, following the defection of Marc Bolland toMarks & Spencer, there are over 455 branches in the UK, with expansion plans ongoing. Unlike its rivals,Morrisons does not offer an online grocery shopping service. However, the company has purchased a ten per cent stake in New York-based online grocer Fresh Direct to learn about it, with rumours of a potential online shopping launch in 2013. In 2011,Morrisons trialled a move into the growing convenience mar- ket with three ‘MLocal’ stores - one in Ilkley,West Yorkshire, one inWilmslow, Manchester and one in Widnes. The company has also acquired around thir- ty-five Co-Operative/ Somerfield stores, as they aim, reportedly, to have a store within 15 minutes of every UK home.
Design Focus S
Q
What do you think when you first look at the product?
NF: Simple and attractive, in a minimalist way. AHE: Here’s a simple product, basic fairy cakes
ready to eat straight away – or ready to decorate for a children’s party. What a great idea for ‘homemade’ cakes, but without having to spend ages in the kitchen. SW: This is a nice clean HDPE 500ml container in white tending to natural with a flip-top closure incorporating a nozzle. Whilst the old design was ‘in your face’ utility, this is attractive and maybe even beautiful.
Q
Does it screamluxury,massmarket or value formoney?
NF: The whole concept says to me a value for money range. It is a timely launch, in the middle of a recession, being a range that promotes money saving and economy. AHE: Very definitely mass market, low-budget
end and excellent value for money. SW: It is obviously not a luxury product and if the packaging doesn’t scream mass market value for money the price certainly does. M- Saver Baby Bath sits in the Morrisons ‘less than 30p range’ and the example I saw was nine pence for 500ml. This must be the cheapest, safe, liquid soap anywhere!
Q
Would it be something that youwould pick up as a result of the packaging? Or
has the packaging not served a purpose? NF: I would certainly pick them up and
investigate further on the strength of the packaging as it is so simple. AHE: Yes, it’s worthy of attention due to its size (approx 28x19cm) and it instantly conveys what it is. The rectangular shape is pleasing both to the eye and to hold, and the three by four layout means that it looks just like a bun tray of cakes taken from the oven. SW: Not for the packaging but certainly for the price.
Q
How does the product stand out compared to its competitors?
NF: The packs stand out well. I was specifically
asked to evaluate the jams and marmalade which inevitably suffer in some respects in direct comparison to more expensive, aesthetically attractively branded competitors and, in the case of the marmalade, through low-level shelf positioning. However these factors should not detract from the merits of the packs. AHE: Clear films are used in this sector, but the
point of difference here is the bold fairy cake graphic, showing the decoration potential of the product. SW: This product sits alongside similar branded ones that sell for more than forty times its price. But yes it stands out.
upermarket giantMorrisons have undertaken a huge design overhaul with their value range,M Savers. Designed by agency Coley Porter Bell (CPB), the range includes around 350 products, ranging from lettuce and vegetables right through to nappies and bubble bath. On the redesign, Stephen Bell, creative director of Coley Porter Bell, said: “A lot of value ranges have one-size-fits-all, cookie-cutter
designs.We really like the idea of giving it some heart and some personality, but balancing that with looking really cared for but not too premium.” On the new designs, Carol Turner, head of design forMorrisons, said, ‘These designs are engaging and completely unique.” But what do our panel think? To make reviewing the range a little simpler, the panel has each reviewed a single product for functionality whilst looking at the whole range when it comes to design. Neil looked at the jam and marmalade, Stephen focused on the baby bath, and Anne and Henry reviewed the 12 Fairy Cake pack (not pictured).
26 | Packaging Gazette |
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