MF Sorbet

Morning Fresh came to us with a clear opportunity: create a limited edition range that would inject joy into a low-involvement category, attract a younger audience, and reinforce the brand’s leadership in manual dishwashing.

The brief was to build on Morning Fresh’s existing strengths: trusted performance, sensory appeal, and brand recognition, while bringing something fresh, fun, and disruptive to the shelf. Something that would feel unmistakably Morning Fresh, but with a new twist.

/ Project Scope

Brand Architecture / Brand Portfolio / Brand Identity / Strategy & Execution / Distinctive Brand Assets Development / Visual Identity Creation / Packaging Design / Bespoke Illustration and Typography / 3D Realisation / Production Management

Our approach centred on building from the masterbrand while confidently The result was Morning Fresh Sorbet: a summer-inspired limited edition that brings multi-sensory delight to an everyday chore.

With vibrant fragrances like Mango Sorbet and Watermelon Sorbet, and a bright, uplifting design system, the range delivers a hit of freshness and fun with every wash.

/ The Results

The Sorbet range brings seasonal energy and visual disruption to the household aisle, creating new reasons to engage with the Morning Fresh brand. It’s a confident extension designed to drive short-term excitement and longer-term relevance, while reminding consumers that even the most mundane tasks deserve a little delight.

As long-term brand partners, our role was to balance continuity with creativity, evolving the masterbrand without losing what makes it iconic. We leaned into bold colour, expressive illustrations, and flavour-led language to create a sensorial standout on shelf, while ensuring clear communication of performance and efficacy.

Our design honours the intimacy of manual dishwashing, where fragrance, texture, and tactility matter. One drop is enough. And now, it smells like summer.