Morrisons aims to be credible destination with new Little Big own label baby range

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New Little Big range

New Little Big range

Morrisons has launched a new own brand baby range, Little Big, created by design agency Elmwood. The range is said to provide 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 2013. According to Elmwood, 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, said Elmwood.

Working with the idea of every day experiences between baby and parent, Elmwood said it 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 company said. The design also hints at both the humour and frustrations that parenting can bring.

Own label baby range

Own label baby range

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.”

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.”

The Little Big concept has been rolled out across all product packaging, POS and online.