Morrisons renamed NuMe 'Eat Smart' and wrapped it in the parent brand's leaf

Give the healthy-eating range a clearer name and identity that points back to Morrisons' 2016 masterbrand refresh while signalling healthiness and naturalness on shelf.

Fold the range into the parent brand: a leaf-shaped container drawn from Morrisons' 'i'-tree icon, leaf negative-space details, and a redrawn, friendlier Baskerville.

Logo contained in a leaf shape with the tree-and-leaf icon made from the 'i' of Morrisons; additional leaf shapes drawn from the negative space in the letter 'a' used as the cross of the 't'; a yellow, white and 'aubergine' purple palette; sub-ranges Balanced (purple and yellow) and Counted (yellow and white); roundels making calories and low-fat benefits clearer.

Rolled out online and on in-store products from February 2017, with NuMe gradually phased out; no sales figures reported.

In February 2017 Morrisons renamed its healthy-eating range NuMe as Eat Smart, with branding by R Design. The stated reason was comprehension: 'There was confusion around whether it was specifically a diet range, or a healthy-eating range,' founder Dave Richmond told Design Week. 'People also read it as one word – Nume.' The new name said plainly what the range was for.

The identity tied the range to the parent brand, which had itself been refreshed the year before. The new logo sits inside a leaf shape and carries a tree-and-leaf icon drawn from the 'i' of the Morrisons logo; further leaf shapes were designed out of the negative space in the letter 'a' and repurposed as the cross on the 't'. The logotype is a redrawn Baskerville, chosen to be 'friendlier' than its predecessor.

Colour does the range architecture: a palette of yellow, white and an 'aubergine' purple conveys both brightness and 'an earthy tone', with the Balanced sub-range in purple and yellow and Counted in yellow and white. Roundels on-pack make the practical information — calorie content, low fat — legible at a glance. The Eat Smart branding rolled out online and in-store as NuMe was phased out.

A name shoppers mispronounce and misread ('Nume') was failing to tell them what the range was.

Ambiguity between 'diet' and 'healthy eating' narrowed the range's audience; Eat Smart invites both.

Anchoring the identity in Morrisons' 2016 leaf branding borrows the masterbrand's recognition on shelf.

Colour-coded sub-ranges and roundels make choice easy at the fixture, which is where healthy ranges are actually decided.

Own-label ranges gain trust when they visibly belong to the parent brand — and a name people misread is a name you replace, not redesign.

The rebrand was rolling out online and in-store as of February 2017, with NuMe being phased out gradually. Morrisons' later own-label identity work — Stormbrands' 2022 rebuild of Free From, Counted and Organic — is covered as its own entry.