MORRISONS
Championing the vegan revolution
We’ve given Plant Revolution, Morrisons’ new plant-based brand, a bold and unapologetic visual identity that cuts through the noise in this fast-growing category.
WHAT WE DELIVERED
— Brand Identity
— Packaging
— Guidelines
— Illustration
— Photography
— Campaign
Smart Thinking
Tap into the youthful energy and independent spirit driving people to choose vegan.
Brave Design
Design rooted in rebellion, breaking the rules to create a brand that truly stands out.
THE IDEA
The idea is centred around a call to arms for shoppers: ‘Join the plant revolution.’ A brand with attitude and purpose. Confident enough to challenge category norms and stand out in a sea of vegetarian green.
SHAKING THINGS UP
Breaking norms left, right and centre, the new packaging demands attention on shelf with an arresting palette of clashing colours. A handcrafted logo – used unapologetically large – ties it all together.
HEROING THE FOOD
A relaxed, candid style of on-pack photography makes food feel irresistibly real. The product is always the hero, shot at whatever angle best shows it off with minimal accompaniments and fuss.
STAYING PLAYFUL
For a cheekier twist, playful compositions add wings, ears or horns to humble ingredients, bringing the brand’s personality to life.
