The supermarket giant has unveiled the Little Big brand, which includes nappies, wipes and toiletries. Elmwood has created soft elephant illustrations, creating a “recognisable and emotive brand with broad market appeal and the photographic element on the nappies is key, not only to aid product navigation, but also to convey the brand message”.
The design is intended to connect with second time parents on an emotional and functional level.
Elmwood account manager Kelly Broomhead said: “This has been a fantastic project and is part of our growing relationship with Morrisons. People have a very trusting relationship with the supermarket and it is the perfect place to supply them with all their baby needs from new-born onwards.”
Jodene Rogers, senior brand manager at Morrisons added: “We are delighted to be rolling out Little Big across our stores to help firm our position as a leading and trusted brand for mothers and babies. Elmwood has helped us create a highly credible and easily recognisable own-brand across the baby category.”
Elmwood’s Little Big concept has been rolled out across all product packaging, POS and online.
Morrisons is the latest retailer to revamp a range of products targeting babies. In January, Tesco revamped its ‘Loves Baby’ brand.
