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StormBrands Opens Up a World of Organic for Morrisons Consumers

Independent brand and design consultancy, StormBrands, has continued its partnership with Morrisons to redesign its organic range of products.  The redesign follows a wider, strategic update to Morrisons health and wellbeing portfolio which includes the successful relaunch of both the Counted and the Free From ranges delivered by Storm earlier this year.

Storm was briefed to rejuvenate Morrisons organic offering across the entire range of SKUs in line with a refreshed brand positioning and changing consumer behaviour around consumption of organically produced products.  The agency was also asked to help educate consumers on what organic stood for by defining a distinctive and disruptive identity that would appeal to a growing spectrum of cross -generational entrants to the category, attract organic trialists and convert occasional users through an easy to navigate value proposition.

Consumer demand for organic products is extending beyond traditional fresh products such as vegetables, meat and dairy. While price remains a barrier versus perceived organic benefits and other more indulgent ranges, generally organic is seen as offering a superior taste experience and a more natural food choice.  Storm needed to create a design solution that offered a clear value proposition and articulated the benefits of choosing organic.

After mapping the organic market and exploring changing consumer trends in this area, Storm interrogated what organic really meant to consumers in different categories. As a result, the agency landed on a platform, ‘Let’s Eat Better Together’ that aimed to move Morrisons organic from a range that relies on a natural back story to one that is invested in a more natural future.

StormBrands’ new creative proposition positions organic not as a process but as something much bigger, a mindset or lifestyle where everyone is welcome to play their part.  That if we look after the earth and replenish the soil, we look after each other, now and in the years to come.

The resulting range design showcases a new organic illustration embodying the very spirit of the range, championing the rich, diverse layers of our environment and how it connects to everything we do. The organic colour palette and range navigation is born from the illustration, using natural earthy colours linked to the landscape. The flexible label layout has an artisanal ‘batch’ feel, while each variant has its own colourway to aid navigation and differentiation, comprising three tones: a light top layer, an earthy core and a rich base.

Zoe Phillipson, StormBrands Creative Director commented:

“Having defined wider sources of inspiration driving both shopper and consumer awareness and consideration, we’ve now elevated the Morrisons organic range from following legacy category codes at a value for money price to setting new standards that respond to increasing consumer experimentation and aspiration around food, diet and supply chain. The resulting design system is fresh and contemporary with a beautifully crafted logo that encapsulates the Morrisons organic brand story.”

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Morrisons Organics - ‘Let’s Eat Better Together’ platform moves the range from relying on a natural back story to one that is invested in a more natural future.

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