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A long-standing problem exists in the food packaging industry, where junk food brands have a monopoly over bold, vibrant colour. As junk food often positions itself as fun, this has caused healthy food packaging to adopt a clinical white packaging that causes their product to blend into the shelf.
Morish is a conceptual healthy food brand that chooses to go against the norms created by other healthy food brands and instead is strategically placed in between the gap created by the competing bland healthy food and the bold and vibrant junk food packaging.
By balancing calm and fun, Morish effectively communicates its low-ingredient selling point without feeling clinical like competitors. With careful use of colours, Morish stands out on the shelf without risking being seen as another junk food brand.