Supermarket chain Morrisons has conducted a complete overhaul of its own-brand product range - including a redesign of the assorted printed labels that adorn its goods.
Design specialist Coley Porter Bell won the brand redesign contract, with the firm's chief executive Vicky Bullen said that the task was an "immense strategic, creative and executional challenge".
She added: "It has allowed Morrisons to do fascinating, category defining marketing and it has allowed us to give their own-label a visual and strategic coherence."
Meanwhile, Morrisons' head of design Carol Turner claimed that the driving force behind the decision to overhaul the company's printed labels was part of a broader programme of change at the supermarket.
She noted the new peelable labels would alter people's perceptions of the business.
Recently, Morrisons was one of several supermarket chains to sign up to a new health initiative in Scotland organised by the Scottish Retail Consortium.
Denny Bros Ltd, 31 October 2011
