Sainsbury’s goes for 20/20 option

Sainsbury’s has scotched rumours that Fitch will carry out its long-awaited brand identity project by appointing 20/20 Design and Strategy Consultants to the role.

A Sainsbury’s spokeswoman confirms that 20/20 has beaten fellow shortlisted consultancies Rodney Fitch and Conran Design Group to the rebranding job.

“After excellent proposals from all three [groups] we decided to appoint 20/20,” she says.

She confirms that Fitch is also working for the retailer, but on an unnamed “separate, smaller project”. The consultancy was unavailable for comment as Design Week went to press.

No timetable has been set for the rebranding project. According to 20/20 new business director Yaron Meshoulam, “We will be looking at the overall business, but the scope of the project is still being mapped out.”

Rebranding Sainsbury’s could be one of the highest profile retail design appointments for some time. The chain operates nearly 400 supermarkets, almost 200 petrol forecourt shops, and 13 Savacentre hypermarkets. It has large vehicle fleets and a huge advertising spend.

The chain is hoping to regain ground lost to its arch rival, and the market leader, Tesco, which is also believed to be considering a rebranding project.