Create a consistent brand architecture for the Sainsbury’s core range of 8,000 sku’s that embodies the quality, taste and freshness these everyday products deliver… possibly the biggest ‘own label‘ range design ever attempted so no pressure then.
We created a design that gives the consumer inspiration of occasion and usage through beautiful imagery and photography, all locked down with a clean typographical treatment and ‘by Sainsbury’s’ endorsement. Its simplicity and flexibility allows the design to span across multiple categories without diluting the concept, resulting in a strong, consistent and approachable range of products throughout the store. Once we had broken the design we then created an extensive and ‘foolproof‘ set of guidelines so that our design principles can shine through on every single pack created.
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