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 CafÃ© brands.
It pitched against two other consultancies for the business.