QED or coincidence?

Great to see 20/20’s new Sainsbury’s identity – it’s been in development since 1997. It’s interesting that the supermarket has replaced its ‘fresh ideas’ slogan, as the people at the Co-op may not have thought the four-square grid concept was all that fresh anyway.

The Quite Extraordinary Design Partnership created a new pack design concept for Co-operative Retail Services last summer, picking up on the four-square grid identity created by Wolff Olins in 1997.

Connections between the two stores run deeper: QED’s Jeff Woolnough has worked on Sainsbury’s packaging in the past, and Co-op design manager Christine Evans was previously at Sainsbury’s until, you guessed it, 1997.