Morphy Richards was based in 1936 by product engineer Donal Morphy and his enterprise associate Charles Richards – a client salesman. The pair had been “a recipe for fulfillment,” explains Otherway founder Jono Holt, resulting in a model that specialises in toasters, hairdryers, bread makers, kettles and extra. However at the moment, it faces more and more stiff competitors from around the globe. “Its market share has steadily declined, prompting the brand new administration workforce to set us the duty of repositioning the complete enterprise proposition,” Holt provides.
Otherway got down to assist Morphy Richards stand out and make it related to prospects in areas just like the UK, China and Australia. Following world analysis into varied markets, Otherway got here up with the concept of ‘Happiness Engineered’ – a easy proposition based mostly on the historical past of the enterprise and its founders. “It represents the proper partnership between kind and performance,” Holt explains. “The place revolutionary merchandise are designed to make dwelling life simpler and happier.”
Taking this proposition to the model’s coronary heart, Otherway labored with lettering artist Alec Tear to develop the brand new Morphy Richards logotype, making it “a beacon of the brand new model imaginative and prescient”.
The 2 typefaces of the emblem replicate the completely different personalities of Morphy and Richards. The Morphy font dissects components from the unique logotype however now modernised throughout the construction to deliver an “engineered authority” to the model. Whereas the Richards font takes the character of the salesperson however provides characterful serifs to deliver a dynamic distinction between the 2. A transferring MR brand mark and animation give a “recognisable consistency to all transferring content material and a stamp of approval throughout product high quality”.
Otherway additionally partnered with British artist Alex Doherty to create a collection of characterful illustrations that embody the brand new model objective, one which “finely balances that juxtaposition of product, expressive brush strokes and penmanship to deliver these eccentric characters to life,” says Holt.
Otherway developed a daring, new packaging design to “reduce by the noise of a historically cluttered class” as a part of the model reset. A intelligent contact is the obvious slicing of merchandise in two to once more level to the co-founders and their completely different personalities but in addition emphasise this concept that Morphy Richards gives the proper mixture between technical engineering and product design. “The thought of ‘Happiness Engineered’ is a celebration of their stunning contradiction. We consider probably the most impactful concepts lie the place there may be pressure,” provides the studio.