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Leading UK supermarket Morrisons came to Wolff Olins with an ambition: to create a challenger brand in the highly competitive world of supermarket clothing.


This brand would need to encourage its 3 million customers, who already shop for clothing in other supermarkets, to choose Morrisons instead, particularly for children swear and school uniforms.


Wolff Olins worked with Morrisons’ leadership, marketing and product teams to build a clothing brand and in-store experience within 6 months. Together we created a clothing range and in-store experience that would be ‘better designed for family life’ – offering fresh clothing designs and a more thoughtful buying experience to parents, particularly mothers.

We helped Morrisons create useful product details such as itch-proof materials and labels, toddler socks with non-slip soles and big zippers for little fingers built into the clothes. As well as helping parents find the right clothes for their children quickly with clearer in-store merchandising, signage and packaging.

Wolff Olins also helped Morrison to develop the new name, Nutmeg, and create a distinctive visual and verbal language to help it stand out from its already well established competitors’ brands like George, Tu and F&F.


Nutmeg launched its debut range of children’s’ clothing to 150 stores across the UK. Due to its rapid success it will now be rolled out to 200 stores, with plans to expand its range into Adult’s Essentials. Initial reactions to the brand have been extremely positive, with a large proportion of Morrison’s customers expressing the desire for a Nutmeg concession in their local supermarket.