Morris of Rutherglen

Morris of Rutherglen has a long and highly reputed history stretching back some five generations to its inception in 1859. Its fortified wines have come to be held in particularly high regard.

When Morris approached Motiv their branding and product presentation was inconsistent with competing brand identity devices tending to fragment rather than unify the portfolio. A cluttered rather than considered feel to many of the pack presentations and no clear hierarchical positioning reflecting value and price pointing.

Having identified the weaknesses we set about refining the Morris brand and re-designing the extensive packaging ranges. In doing so, not only did we unify the individual range groupings and the family linkage across the portfolio but also increased the broad appeal of Morris brand.