Brand shortlist for Sainsbury’s

Sainsbury’s confirms it has established a shortlist of design groups to look at revamping its branding in the face of aggressive competition from its rivals.

Details of the pitch are under wraps, but according to a Sainsbury’s spokeswoman: “As part of our rejuvenation programme we are looking at all aspects of our brand and have been discussing this with a number of agencies.

“We have drawn up a shortlist which is confidential, but no final decision has been made.”

Sainsbury’s is believed to have held discussions with Conran Design Group, 20/20 Design and Strategy Consultants, and Nucleus Design, among others.

The project is expected to include identity as well as interiors for the chain’s 381 UK stores. The company also operates 186 petrol forecourt shops and the 13-strong SavaCentre chain.

Nucleus managing director Peter Matthews, 20/20 director Rune Gustafson, and CDG managing director David Worthington declined to comment on their involvement in the project.

Once the market-leading UK supermarket chain, Sainsbury’s has since lost its title to Tesco, and faces increasing competition from Asda.

The supermarket chain will be hoping that improved branding, plus focused marketing using data from its loyalty card, will help it recover lost ground.

Along with most major supermarket groups, Sainsbury’s has been making moves to distance its own-brand product packaging from proprietary brands.

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