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Morrisons Just For Kids

by Jessica Sanchez on 09/27/2013 | 3 Minute Read

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"Leading design consultancy Elmwood has unveiled a new brand identity for Morrisons kids’ food range. Just for Kids launches in stores nationwide throughout September across chilled ready meals including spaghetti bolognese, sausage and mash and chicken casserole, brings a sense of fun to meal-time for kids, while reassuring parents of the quality ingredients and benefits for children.

'The new Just for Kids concept really captures everything that’s so important about the range. We’re delighted with the way Elmwood’s designs bring to life the fun and enjoyment of mealtime for kids, while also reassuring mums and dads about the value of what their kids are eating. We look forward to seeing the new brand roll out across more categories in the coming months.'
- Carol Turner, Strategic Design Manager at Morrisons



"Elmwood worked closely with the retailer to create Just for Kids, which would transform their Morrisons Kids range from an own label to an own ‘brand’. Using the proposition ‘Kids at Heart, Mums in Mind,’ the new brand identity, including marque and packaging, reassures mums that kids are getting great food while still appealing to a child’s sense of fun.

'This was the first step in transforming Morrisons kids’ food offering so it was crucial to get the design concept just right. We’re really thrilled with the way the new look and feel strikes the perfect balance between appealing to kids’ sense of fun while also shouting about the nutritional value and provenance of the food for parents.'
- Kelly Broomhead, Senior Account Manager at Elmwood
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