ABOUT
What needed doing
In practical terms, the design scheme we proposed would have to improve on-shelf standout throughout a visually noisy period in-store and help customers to navigate Christmas goods across category. It would also need the flexibility to adapt across the full spectrum of print applications – from cream cartons through to premium gift items.
How we went about it
We wanted to help people re-connect with the warmth and conviviality of Christmas, to make it feel like something worth celebrating once again.
Our solution, inspired by a Christmas market, evokes a sense of nostalgia for Christmases past – a bright and cheerful abundance, shared and enjoyed in good company. It also stands as a recognition and a celebration of Morrisons’ heritage in the marketplace, their craft and care in choosing their Christmas range.
‘Proper’ Christmas is back.
Back to Morrisons Christmas project
Jonathan Sands
Chairman, Elmwood
United Kingdom
Andrew Lawrence
Global Executive Creative Director, Elmwood
United Kingdom