Morrisons
M Savers & M Signature redesign

A redesign of the British retailer’s entry price point range ‘M Savers’ and the elevated premium line ‘M Signature’, covering some 600 SKUs.

For M Savers a re-evaluation of what it means to shop ‘budget’ during an economic crisis resulted in an uplifting and instantly recognisable design system. It became instantly ‘findable’ and a huge commercial success with a 49% sales uplift upon relaunch.

Gold Pentaward 2012
Silver DBA 2013

For M Signature, a focus on quality, craftsmanship and food expertise came together in a timeless-looking design system:- Stylised, editorial photography, hand-drawn filigree and a strong navigation tool with the Morrisons Roundel in rich brown and gold made this the antidote to M Savers for those who sought indulgence.