London design consultancy Parker Williams has designed the new brand identity and packaging for supermarket Sainsbury's “Taste the Difference” range, which launched in the UK on September 13.
Taste the Difference is Sainsbury's largest sub-brand, with over 1,100 premium food and drink products.
“Our brief was to create an elegant, contemporary smart, but not snooty new brand look that expresses the everyday done brilliantly,” says Parker Williams creative director Tamara Williams.
The packs feature a generic Taste the Difference brand badge accompanied by photographic or illustrative images to “communicate the product story and express what is premium in each category”. Williams adds: “This is complemented by signature structures that use long, elegant shapes to reflect the brand's premium qualities and copy written in a conversational tone.”
