Sainsbury’s repacks low-fat range

Parker Williams has revamped packaging for Sainsbury’s entire Be Good to Yourself range, which launched last week.

The consultancy, which is on Sainsbury’s packaging roster, was briefed to evolve the range in line with consumers’ taste aspirations. Design work stretches across approximately 400 products.

Sainsbury’s says it is renewing its focus on own-label packaging, and is keen to push on with further new product development following the success of own-brand ranges such as Taste the Difference, Blue Parrot Café and Be Good to Yourself.

‘There were no real problems with the packaging and the brand proposition is still relevant since the range first launched, but consumers’ taste expectations have been raised. People expect a lot more from low fat-foods nowadays and it was felt that the designs did not reflect those aspirations,’ says Parker Williams creative director Tamara Williams.

The consultancy has addressed the ‘taste appeal’ factor by using food photography that has a ‘home-cooked, kitchen-made feel’.

‘It doesn’t look mass-produced. We needed to create mood and atmosphere and we have done that through light, healthy and tasty [imagery],’ says Williams. Photography is by Steve Lee, Joff Lee and Iain Bagwell.

Work on the range began in June 2000 and there will be further work as Sainsbury’s launches range extensions, says Williams.

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