Morrison's challenged us to make their family sized ready meals more interesting. We looked to disassociate from the usual approach of a large product shot and engineered provenance.

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With simple, natural feeling packaging we could break away from the perceptions of unhealthy meals.

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Initially we recommended a stand alone brand Elliot & Swift, but the design was so well received they felt that Morrison's brand could benefit from the move.

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We also made further recommendations to bring the category to life.