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.
![](https://fabnews.live/wp-content/uploads/2022/05/Stormbrands_FreeFrom_Image02b-1024x576.jpg)
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.
![](https://fabnews.live/wp-content/uploads/2022/05/Stormbrands_FreeFrom_Image03b-1024x576.jpg)
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.
![](https://fabnews.live/wp-content/uploads/2022/05/Stormbrands_FreeFrom_Image04b-1024x576.png)
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.”
![](https://fabnews.live/wp-content/uploads/2022/05/Stormbrands_FreeFrom_Image05b-scaled-1024x576.jpg)
![](https://fabnews.live/wp-content/uploads/2022/05/Stormbrands_FreeFrom_Image01b-1024x576.jpg)
Source: StormBrands
You must be logged in to post a comment Login