FDBusiness.com

Morrisons’ wine, beer and spirits range revamped by Elmwood

 Breaking News
  • Müller to Review UK Food Service Delivery Operation A food service delivery operation supplying fresh milk and other products to 3,000 non-residential customers in England and Wales which is suffering losses of around £5 million per annum, is to be reviewed by Müller Milk & Ingredients. The company has confirmed a 45 day review and consultation, placing 250 roles at risk of redundancy. [...]...
  • Ryvita’s New Re-Launch Following a hugely successful year in 2017, healthy snacking favourite Ryvita is kicking off 2018 with not only a brand new campaign but also an exciting re-freshed look in addition a host of new and innovative products. On a mission to help women enjoy positive healthy living every day, Ryvita has teamed up with CRUK and one of the [...]...
  • Campari Group Launches New Super Premium Gin Campari Group has launched its new super-premium Italian gin, O’ndina, in the UK. The UK is the first market to roll out the product, which will later launch globally. With the launch of O’ndina, Campari Group enters the fast-growing Super Premium Gin category, with this Small Batch Italian Gin, crafted in Italy using fresh basil [...]...
  • KITKAT Ruby Arrives in the UK Nestlé UK is introducing a Ruby chocolate version of its iconic four finger KITKAT. Consumers in the UK will be the first in Europe to try a four finger KITKAT made with Ruby chocolate, a fourth chocolate after dark, milk and white. This unique KITKAT offers a new taste experience. The crispy four-finger wafer bar is [...]...
  • A Wee Dram Goes Further Than You Think Thanks to Goplasticpallets.com It’s one of the world’s favourite food exports and it’s important to keep the whisky flowing at all times. As the US writer, Mark Twain said: “Too much of anything is bad, but too much good whisky is barely enough.” That’s why The Edrington Group, the international premium spirits company, approached Goplasticpallets.com when it needed [...]...

Morrisons’ wine, beer and spirits range revamped by Elmwood

November 04
11:47 2013

Design consultancy Elmwood has worked with Morrisons on the re-launch of the supermarket giant’s range of own brand wines, beers and spirits.

The aim is to make the supermarket a “true wine destination” and every wine brand has been revamped to suit “every occasion and price point”. Accessibility was another key requirement.

Elmwood’s solution was to create a distinctive labelling concept. For wines by the grape, Elmwood’s designers used handcrafted chalkboard typography, engaging customers with familiar visual language. For those by region, bold block colouring and travel stamps were teamed with visually appealing fonts to communicate the flavours.

Martyn Hayes, designer director at Elmwood said: “It was really important to understand the design cues that resonate with customers when buying regional wines, whilst also giving the wines an own-able look and feel. The project was a great opportunity to use an array of illustrators and typographers to bring our ideas to life.

“It was also really interesting researching the wine regions and developing concepts to capture stories that would appeal to everyone from novices to connoisseurs alike.”

Claire Williams, head of design at Morrisons said, “The success of this re-launch has been the result of a great collaborative effort, cemented by the fantastic knowledge and expertise of Morrisons’ wine buyers. We’re thrilled with the way Elmwood’s designs not only convey Morrisons’ expertise in the wines, but also make shopping for wine easier and more enjoyable for all types of customers.”

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • April 24, 2018Scandinavian Wine Expo
  • April 24, 2018InterFood Krasnodar
  • April 24, 2018Seafood Processing Global
  • May 2, 2018The Food and Drink Trade Show
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements