Sainsbury’s to unveil identity

Sainsbury’s is preparing for a summer launch of its new corporate identity, created by retail design and strategy specialist 20/20 as part of an overall brand review.

But sources close to the supermarket chain say 20/20’s proposals for interiors have met with opposition inside Sainsbury’s.

Head office staff at Sainsbury’s have been briefed about the new identity, and more senior members are understood to have seen it, suggesting a launch is imminent. It is understood that Sainsbury’s will avoid the traditional trial period at selected stores, and roll the identity out on facias as quickly as possible.

A Sainsbury’s spokesman declines to comment on the exact timing of the new identity launch, but says: “In the summer we will be moving our brand forward in a very exciting way.”

He adds, “We’ve been doing a lot of work internally to get us closer to our customers.” M&C Saatchi was appointed to handle advertising, and run “change management” courses for front-line supermarket staff.

The spokesman declines to comment on suggestions that 20/20’s store designs have proved less popular. “There is no problem with any agency we are working with,” he says.

Yaron Meshoulam, 20/20 business development director, declines to comment on the Sainsbury’s project. The consultancy won the job, thought to be the UK’s biggest retail design project currently underway, after stiff competition. It beat rivals Rodney Fitch & Company and Conran Design Group, to be appointed in October 1997.