The ‘Morrisons Value’ line has been renamed ‘M Savers’ to reflect its consumer benefit. The new designs confidently express the Morrisons brand with an iconic charcoal grey roundel bearing the letter M in white. Using just two colours, the core logo is accompanied by hand-crafted product illustrations of product silhouettes and shapes. Backgrounds are all white but the illustrations are in a range of bright primary colours. Within the illustrations, simple product descriptors are written in a bespoke type-face created by senior Coley Porter Bell designer Craig Barnes. Read more about the redesign here.