Our decade-long relationship with Morphy Richards has resulted in several amazing projects, but perhaps the biggest repositioning challenge they set us was this: design a breakfast collection that would maximise the margin at lower price points. Eager to help Morphy improve their brand perception at the lower end of the market, we began working together to add value and style at every level.

The result was a modular design language centred around key components. This enabled the team at Morphy Richards to adjust the trim levels and create a range of products at different pricing levels and aimed at different audiences.

Underlying the modular design were unifying design details that were unmistakably Morphy Richards. This clean, contemporary look would eventually become synonymous with the brand, repositioning the brand as a design leader rather than a price fighter.

This initial project formed the basis of the brand language we developed with them over the years.