When one of the UK’s most recognised kitchen appliance brands asked us to create a product brand language, we laid the foundations for commercial success through clear positioning, a strong design identity and strategic innovation.
Morphy Richards came to us with a vision: to re-establish the brand as a design leader in its field and create products for a new generation of contemporary consumers. As a starting place, we set out to identify the unique value of the Morphy Richards product brand.
Drawing from deep insights gathered from a series of workshops with key stakeholders, we found the brand was recognised for build quality, reliability and affordability. From here, we crafted clear product positioning guidelines and a product brand language that would reconnect with key customer segments and redefine the new Morphy Richards DNA.
As part of the exemplars, we designed the Authentics kettle, combining a clean and contemporary design language with a metal body that signified quality. Further to this, we crafted Chroma - a low-cost kettle which proved that a low price point didn’t have to come at the expense of great design. Each product spoke directly to its own consumer segment while sharing a recognisable identity as a range.
‘Authentics’ launched and was met with critical acclaim. Recognition came to Morphy Richards in the form of multiple awards, and soon, the business was striking up partnerships with premium department stores like Selfridges and John Lewis. The success of the collection took the brand further to international markets, and Authentics became a number one best-seller across several countries.
