"Morrisons has launched its new own brand baby range, Little Big, created by design agency Elmwood. The range provides parents with all the products they need to care for their baby including nappies, wipes and toiletries. Elmwood worked closely with Morrisons to deliver Little Big, which launches in stores throughout June. The new brand will help position the supermarket as a credible baby destination by offering products that will help parents through the different stages of a baby’s development."
"With the objective of connecting with second time parents on an emotional and functional level, the design takes a friendly, empathetic approach to parenting, understanding that it’s all about the little things.
Working with the idea of every day experiences between baby and parent, Elmwood has created a unique and iconic design. The packaging, which features soft elephant illustrations, creates 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 also hints at both the humour and frustrations that parenting can bring.
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 from Morrisons said: “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.”
Designed by Elmwood, UK