As a result of global research into key markets the brand idea of ‘Happiness Engineered’ was defined. A simple yet significant proposition that was based on the history of the business and its founders. Donal Morphy - a product engineer and his business partner Charles Richards - a consumer sales man.

'Happiness Engineered’ represents the perfect partnership between form and function. Where innovative products are designed to make home life easier and happier.

As a global brand, we needed to transcend language and create a memorable brand approach that would be understood everywhere.

We worked together with British lettering artist Alec Tear to develop the Morphy Richards logotype as a beacon of the new brand vision. The two typefaces reflect the different characters of Donal Morphy and Charles Richards at the heart of the brand. The Morphy font dissects elements from the original logotype, now modernised across the structure to bring an engineered authority to the brand. Richards font takes the character of the salesman, adding characterful serifs to bring a dynamic contrast between the two typefaces.

A moving MR logo mark and animation was created to give a recognisable consistency to all moving content and stamp of approval across product quality.

This beautiful contradiction in words is increasingly relevant to consumers all across the globe as in every country a new generation is defining themselves by their homes more than ever before.

It has also inspired Morphy Richards to redesign and remake their product range to have more focus on creating products that are ‘Designed for life. Built to last’. Marrying form and function together to create innovative, affordable and accessible products.

As part of the new brand world, a fresh approach for the category was developed with illustration. We partnered with British artist Alec Doherty, to create a suite of characterful illustrations which embody the new brand purpose. Finely balancing that juxtaposition of product, expressive brush strokes and penmanship to bring these eccentric characters to life.

This re-commitment to the perfect balance of both form and function has created three clear brand pillars - Timeless Character, Thoughtful Simplicity and Built to last. All of which add up to a new brand promise - making home life easier and happier.

The Happiness Engineered brand platform has also inspired Morphy Richards to begin the process of redesigning their product range to have more focus on creating products that are ‘Designed For Life. Built to last’. Marrying form and function together to create innovative, affordable and accessible products.

As part of this product development programme a bold, new packaging design was created to cut through the noise of a traditionally cluttered category. Again the simplicity of the brand is applied directly across the packaging design, slicing the product in two to celebrate the technical engineering detail as well as the human-focused product design.

The idea of 'Happiness Engineered' is a celebration of their beautiful contradiction. We believe where there is tension, lies the most impactful of ideas.

As a result, Happiness Engineered is not just a new brand idea – it is a simple, yet significant purpose that creates the red thread directly through the global business from brand to product and beyond.