Morphy Richards has unveiled a new brand identity and purpose called ‘Happiness Engineered’.
Reconnecting with the brand’s roots, the rebrand aims to reimagine its essence and what it means to consumers today. The new purpose for the business, as well as a refreshed look and feel will filter through the entire business proposition, from marketing to product development.
The Happiness Engineered redesign was born from a need to clarify the brand’s purpose, as Morphy Richards sought to build a customer-centric organisation with innovative products, which are inspired by insights about things that would make home life happier for consumers.
The brand’s new purpose focuses on balancing the technical and creative roots of the business, as a nod to the personalities of Morphy Richards’ founders – one founder as the consumer-connected salesperson and the other a technically excellent engineer.
To demonstrate the brand’s technical excellence, the new branding will see the introduction of technical product drawings, balanced perfectly with the inclusion of more creative visuals and illustrations.
Founded in Britain, the new identity aims to re-establish Morphy Richards to consumers, in the UK and globally, and differentiate its offering.
Richard Ingham, market director at Morphy Richards, said: “Morphy Richards is a household name in the UK, something we’re extremely proud of. However, we felt the brand purpose required updating to create clarity and make it more distinctive for consumers.
“We therefore chose to reconnect the brand with its founders in a modern and relevant way to appeal to customers and provide an offering for retailers that stands out from the crowd.
“We work hard to create products built to last that bring authentic, thoughtful, well-made simplicity to life – and make a tangible difference to consumers every day – and now have a brand identity that proudly communicates that.”
