Morrisons Reimagines Organic

After successfully relaunching UK grocer Morrison’s Counted and Free From Retail Brand (private brand) ranges as part of a strategic revamp of its health and well-being portfolio. Leeds, UK-based agency Storm Brands was tasked with reinventing Morrisons Organic.

The brief?

To rejuvenate Morrisons’ organic offering across the entire range of SKUs in line with a refreshed brand positioning and changing consumer behavior around the consumption of organically produced products.

It was important that the work educates consumers on what organic stood for by defining a distinctive and disruptive identity and easy-to-navigate value proposition that would appeal to a growing spectrum of cross-generational entrants to the category, attract organic trialists and convert occasional users.


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.

Focused on the benefits of eating organic, ‘Let’s Eat Better Together’ aims to move Morrisons Organic from a range that relies on a natural back story to one that is invested in a more natural future.

The 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. Where 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 color palette and range navigation is born from the illustration, using natural earthy colors linked to the landscape.

The flexible design has an artisanal ‘batch’ feel, while each variant has its own colorway to aid navigation and differentiation, comprising three tones: a light top layer, an earthy core, and a rich base.


Having defined wider sources of inspiration driving both shopper and consumer awareness and consideration, we’ve now elevated the Morrisons Organic range. Instead of following legacy category codes at a value-for-money price, the work is setting new standards that respond to increasing consumer experimentation and aspiration around food, diet, and supply chain.

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By Published On: October 2nd, 2022Tags:

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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