Morphy Richards had established themselves in the UK as a reliable brand, providing stylish, high-quality kitchen appliances across multiple price points. We quickly realised that a strategic industrial design was needed in order to make the leap to other continents whilst maintaining everything that made Morphy Richards a much-loved brand at home.

Metal construction was synonymous with Morphy Richards’ past, and we felt it should be a big part of their future, too. If treated honestly, it would build on the quality already associated with the brand but could also flex to other markets.

By blending the old with the new, the Authentics range became clean, contemporary, and the basis of a new Morphy Richards visual brand design language.

The Authentics range was met with critical acclaim, winning the first of what would become the brands first haul of Red Dot awards. It helped establish Morphy Richards new brand positioning in the UK, rapidly opening discussions with premium department stores. And that furore soon spread overseas, with the collection becoming a number one bestseller in multiple countries across the globe.