FMCG packaging design for supermarket Sainsbury’s.

Involvement

• Label design
• Packaging design
• Brand extension

FMCG packaging design for Sainsbury’s core and Taste the Difference range (TTD). Sainsbury’s pride themselves on creating products that put the focus on ingredients, people, process and provenance.

The design challenge

The challenge was to create and develop FMCG packaging that was creative and unique to each product. Each design needed to offer the level of quality expected from a Sainsbury’s product and ensure their brand values were reflected across each design. Finally all projects required a quick turnaround without sacrificing creativity.

The design solution

The Summer Ale needed a refresh for 2022. A seasonal edition banner was introduced with a new colour palette to tie in with the summer range. The design was stripped back to introduce more space, while still keeping the element of fun within the design. 

The brand extension for Chardonnay Trentino needed to encapsulate the fresh flavours of apples, pears and lemon-peel, within the colour palette. 

The Cloudy Lemon and Raspberry cider needed a fresh illustration to get across the infusion of flavours. Careful consideration for balance needed to come across through the design, to suggest the perfect marriage of sweet and tangy. The colour palette needed to be fresh and inviting.       

The Taste the Difference celebration cake range uses bold paint strokes paired with vibrant colour combinations resulting in an added expression of flavour.

Finally the core range designs (Italian ready-meal and ambient juices) needed to help Sainsbury’s stay competitive in a busy and fast-paced environment. The packaging needed to still stand out to consumers as a desirable option against more expensive, branded products within the store. For this reason the design focus was on the taste profile of the product.