Morrisons, one of the UK’s ‘big four’ retailers asked Coley Porter Bell (CPB) to redesign their Value range as part of the strategic overhaul of their entire own brand offer. The objective was to better reflect their revised brand ambition of delivering quality, and bringing the people behind the brand to the fore. Following research which showed that customers didn’t buy Value because they thought the acid yellow packaging publically demonstrated frugality, CPB designed charming, colourful and naively illustrated silhouettes of each product, printed against a plain white background to give the packaging a hand-crafted look. The result is something optimistic, that says ‘entry level’ but that also makes you smile. The Morrisons Value range is now the fastest growing food brand in the UK, with year-on-year growth of 49.7%. Theirs is the only Value own brand growing versus the competition and it has been the single most important contributor to own label growth in the last year.