Parker Williams good to Sainsbury’s

Parker Williams has revamped the identity on Sainsbury’s Be Good To Yourself range, as the supermarket repositions the line from ‘faddy dieting’ aid to integral healthy eating choice.

The new-look, 400-strong range, which has been be bolstered by 170 additional and improved products, hits shelves this week. Parker Williams won the work on the back of a creative pitch six months ago and the project involves both logo design and packaging.

Sainsbury’s briefed the consultancy to create a more ‘lifestyle-positioned’ brand, according to the retailer’s senior brand manager Ben Crowther.

‘Consumers want a healthier way of life. They don’t want to be presented with a short-term dieting image, but with a more balanced nutritional message,’ he says.

Parker Williams creative director Tamara Williams, who headed the project, says the updated packaging includes contemporary graphics and close-up photography, for a more ‘sumptuous’ look and feel.

‘The colour, impact and drama comes from the food, rather than from over-busy backgrounds,’ she asserts. ‘It has a much more optimistic feel, rather than one that suggests consumers are being punished.’

The consultancy has also migrated key nutritional pointers from the back to the front of packaging for greater transparency. Three roundels including information on fat, calorie and saturated fat content, also highlight how the products meet new regulations on fat content for ‘low fat’ meals.

Elsewhere, a band states whether saturated fat, salt, sugar or calories have been controlled, whichever is most relevant to the food type.

The range was last updated, also by Parker Williams, in January 2002 (DW 10 January 2002).