Brewer Riddiford brands new Sainsbury’s range

Sainsbury’s is turning up the pressure in the supermarket wars with the launch of its own premium food brand, Taste the Difference, designed by London design group Brewer Riddiford. The range is in response to rival labels such as Tesco’s Finest brand.

Two distinct design devices position the range in-store. A strong, aubergine-coloured banner incorporating the Taste the Difference marque sits above a detailed description of the food. Relaxed, editorial-style photography illustrates the products.

Sainsbury’s research reveals consumers prefer high quality products to be under-packaged in ‘conventional’ premium livery and like to see the product where possible. As a result, Brewer Riddiford has used labelling over clear packaging where possible to let the product ‘speak for itself’.

These cues seek to ensure the packaging for the 350-strong, cross-category product range – from fresh bread to homemade ice cream – stays flexible and looks consistent, says Brewer Riddiford creative director Steve Booth.

‘Our design task concentrated on communicating how each individual product in the range is special, rather than creating a blanket range proposition,’ he says. ‘We selected photographic images that would provoke more interest than the conventional product shot. Taste the Difference sets out to avoid creating any sense of exclusivity based on upmarket, pretentious design.’

According to a Sainsbury’s spokesman, the range is more tangible than other supermarkets’ premium offerings, such as Tesco’s Finest brand, which claim ‘to be better because they look more expensive’. Taste the Difference launches nationwide in Sainsbury’s in November.