A tale of two halves

Founded in 1936, electrical appliances brand Morphy Richards has been a staple of many British homes for the best part of 100 years. Yet its brand vision hadn’t necessarily translated as it expanded around the world.

“Morphy Richards is historically a British brand that over the years has grown globally. As this growth happened, the meaning of the brand became inconsistent across markets. From the UK, to China, to Australia, what Morphy Richards stood for became diluted and as a result there was no longer a clear and consistent message,” explains Otherway founder Jono Holt.

Tasked with helping the business “see fundamental change”, Otherway set about identifying the brand’s point of view on the world and making it relevant to a new generation of consumers.

“The new wordmark is designed to capture the positive tension that has always sat at the heart of the business,” Holt explains. “The engineer and the salesman. The right brain and the left brain. The rational and the emotional. This juxtaposition of two personalities is represented in the differentiated fonts but somehow work in harmony.”

As our homes are set to remain a place of both work and play for many people, balancing feeling and functionality seems like a proposition that’s fit for the future.

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