Morrisons, 1 of the UK’s ‘big 4’ retailers, asked us to redesign their value range as part of our strategic overhaul of their entire own brand offer. The objective across the brand was to move away from the tired ‘good, better, best’ system to one that better answered consumer needs and better reflected their brand ambition of delivering quality and humanity: bringing the people behind the brand to the fore.

This is value for the times we live in. Value ranges tend to be somewhat utilitarian, using template designs and a cold, corporate approach. Our identity moves away from this, to one that reflects the true values of the Morrisons brand: quality and humanity.

The individual hand-drawn illustrations and typography for each product dramatizes the care and attention to detail given by Morrisons even in their value offering. The result is something charming and optimistic, something that makes you smile. Finally, a value range that puts the ‘cheerful’ in ‘cheap’.

• Sales have increased by 48% since the January launch. Sales of other ranges have not been affected.• The public response to the range has been overwhelming. As well as praise from the design community, more importantly we have received numerous emails and tweets from food bloggers and consumers telling us how much they love the new design. Perhaps, best of all they are now questioning the value ranges offered by other supermarkets, ‘why is no-one else doing this’?.• The designs have made people positively re-evaluate the Morrisons brand: from just another supermarket, to one that actively understands and cares about its consumers.