I've recently started shopping at Morrisons.
I really like the design of their budget range.
They've kept the cost down by only using one colour (mostly), but made that a feature.
According to a statement by the design company "Our
identity for M Savers moves away from the cheap, cookie-cutter,
corporate approach adopted by other supermarket value ranges. Individual
hand drawn illustrations and typography used across 650 products
dramatises the care and attention paid by Morrisons to their value
offering. The result is charming, optimistic and makes you smile." and "hand crafted illustrations that inject humanity and heart"
Certainly works for me!