Parker Williams simplifies packs

Parker Williams has created a new identity for Sainsbury’s Italian range, which relaunches this week with an extended product line.

The two-tiered approach of the previous design has been overhauled and an updated umbrella brand that will encompass two quality levels within it has been created in its place.

A new logo acts as a ‘seal of approval’ and the range has been repositioned to convey a contemporary, yet rustic, Italian feel.

‘The clean, crisp lines of the design complement the emotive photography, which reflects the warmth of a friendly Italian kitchen,’ explains Parker Williams creative director Tamara Williams.

Parker Williams is a roster consultancy for Sainsbury’s and worked on the relaunch of the supermarket chain’s Be Good to Yourself and Blue Parrot Café brands.

It pitched against two other consultancies for the business.