When it was initially announced in 2011, Coley Porter Bell’s rebranding of Morrisons “Value Line” was accurately described, except with regard to the illustration on its tomato ketchup bottle…
“The look of the range will be significantly different to Value, with the retailer ditching its green and yellow colour scheme in favour of a clean, white background, with individual illustrations on each line representing the product itself-for example, a drawing of a tomato on the Savers ketchup bottle.”
Morrisons reveals the plan behind M Savers, The Grocer, December 2011
Either the writer above had confused their ketchup bottle with their plum tomatoes can, or someone at Coley Porter Bell had a sudden inspiration to switch it to a tomato “splat.”
Each of the hundreds of products in this line was given an economical 2-color label, but because the colors according to product, the overall effect is more colorful. While I generally like the illustrations, it’s the tomato ketchup splat that most attracts my attention.
Maybe because it works like a graphic burst. Or maybe it attracts my attention because it’s messy. (Their “Mushy Peas” label is similar.)
There’s also an M Savers Tomato Ketchup children’s slide with a splat-shaped landing pad…
“Morrisons, in partnership with Play England, has launched its Savers Summer campaign. It offers parents free and low cost ideas on how to keep the kids entertained throughout the summer holiday. As part of the campaign, Morrisons is touring the country with its M Savers Summer Play Parks visiting ten locations across the UK… Kids will love playing on the amazing ketchup slide with splat noises…”
(A photo showing more of M Saver’s packaging design, after the fold…)
See also: Re: The Splat
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