I like the new packaging for Morrisons’ Premium food range. Designers Coley Porter Bell wanted to create a ‘classic, crafted feel with a modern twist’ that would reflect the distinctive quality of the products.
And this is why I think it works. Overall the colours used are based on a warm, muted colour palette. These earthy, intense colours can work very well for food products where you want the consumer to feel that they are somehow ‘homely’ i.e. that care has gone in to the preparation, and that the ingredients are ‘wholesome’. The dark (chocolatey) brown used with gold lettering oozes quality and ups its appeal.
Gold itself conveys luxury and works better with a rich brown (rather than black) to communicate something of value. This looks like a product that will do what it says on the tin (jar or packet).
The packaging design reminds me of Green and Blacks chocolate (of which I’m quite partial!); another company who use this colour palette to great effect for their organic chocolate products , successfully conveying a wholesome yet luxury product.
(Images courtesy Morrisons, Green & Blacks)