STORE FREE FROM SECTIONS

MORRISONS:
What I found - A rather small selection of food alternatives, most items in cardboard boxes, glass jars or bags. Morrisons has it's own branded items, using a colour palette of lilac, with a logo in orange. It also used a colour coding system which I found interesting, using green, blue and green to tell you what a particular product was free from.

The over head sign for the aisle, in keeping with the stores branding but not their free from range.

A small selection of alternative milk products were on offer. Just the one product of their own, a cheaper soya alternative using the stores branding colour palette of yellow, white and green text.

INDIVIDUAL FOOD PRODUCTS AND BRANDS

Purple as a colour seems to connotte a several stores 'free from' range, I believe this is possibly due to competition, in order to make it obvious what a food product is, to those intolerant. Here, tesco uses a purple, yellow and white colour palette, using its own branding of type, a hand drawn, personal approach is used, the 'o' a smiling face, possibly connoting a good tasting or costing product. It very clearly states what it is free from, using tick boxes.

Eat natural uses quite a 'jungle, forest like' approach to type, possibly showing how natural the ingredients are. It colour palette is purple ( an consistent colour used in free from ranges in most stores), black and white. Its a very simple design, which is probably what I like most about this. I like the shape used within the packaging, an almost self dispensing box.

I like the humour and personal approach to this product, the hand drawn type in an almost marker pen like quality. It takes the seriousness out of allergies and 'free from' product which I really like.

The sun busting, showing a possible light at the end of the tunnel for those with an intolerance to milk. Ta da, soya milk. The natural approach to ingredients, using a sky like image, and sticking to using green and blue within its logo is another element of this.

Again, the purple is apparent here within the logo itself. This branding seems to be more 'grown up' using an italic type, and quite a serious logo I feel connotes this. The price is reflective of this. I dislike this packaging, its not too appealing and is quite bland and boring.