The Best is a project that I had worked on right from the idea being conceived at Morrison’s. Having taken the final design I created rules and Implemented lock-ups to use with those rules. This enabled us to make sure that every range in over 1000+ SKU’s had consistency. I then created an extensive set of guidelines to show everything from the overview of the brand, the correct way to shoot photography, down to the ways to create pack artwork. I worked with photographers to make sure technically we were getting the images that we need to be able to do the extensive amount of retouching that was very often needed.

I oversaw and worked on roll out of ranges, taking a high level view on consistency and making sure the standard of the elements came together to truly represent “The Best”. As The Best evolved over the years, working with the client I was a key player in driving that evolution and making sure that any evolution still remained true to the original ethos and remained achievable in a difficult print environment.