Stocks Taylor Benson, one the UK’s pre-eminent own label packaging design agencies, has been working with Morrisons to redesign the retailer’s own label laundry range. Stocks Taylor Benson was appointed non-competitively in April 2010 off the back of their five-year ongoing relationship with Morrisons.

The various product types (e.g. Bio, Non Bio,  2in1s and Colours) and their benefits are the key messages. Then within each type a variety of different formats are available (tablets, capsules, powders, liquids and gels and super concentrates). Stock Taylor Benson opted to steer away from the rather dated category norm imagery of flowers, butterflies, mothers hugging children and scientific whooshes. Instead, the revamped range focuses on a simple, strong design concept that mimics fabric care labels found on clothing. This ties the complete range together and still allows for the important differences between product type and format to be clearly identified.

This ‘label’ design concept cleverly allows further key messages to be conveyed. The background fabric changes for product type. For example, a soft fleece fabric is used for Non Bio. Secondary messages, such as number of washes and washing temperatures, are displayed as icons done in the style of washing instructions found on clothing labels.

John Benson, founding partner of Stocks Taylor Benson, says, “In a world populated all too often with copycat design when it comes to own label packaging, our goal was to break convention and create category busting designs that will clean up against the competition.”

Tablet, Liquid, Super Concentrated Liquid, Capsules and Supergel formats for each product type will be available in the UK in-store from the end of November and Powder formats are due in-store from January 2011.