More Good is a health-focussed sub-brand that sits beneath the Countdown brand. It is generally only used in-store or in mailers rather than out of home so it didn't need to use the existing Countdown green palette. In fact it needed to have some level of cut-through when customers were browsing the aisles or reading the mailers.

This is the kind of project I get a lot out of; it has a strict set of design boundaries and so creates a real challenge for the designer. Seeing as the main brand uses primarily greens and primarily photographic imagery I went in the opposite direction and came up with an extended modern colour palette that sits comfortably beside the primary palette as well as patterns that can be used instead of imagery making the look and feel modern, graphic and very different from it's parent brand.