Sainsbury’s is set to launch a fresh look and feel for its financial services offering, created by design consultancy Lambie-Nairn.
Since Sainsbury’s Bank launched ten years ago, the retailer has made the decision to update its financial services to strengthen its position in the sector.
Lambie-Nairn, which is a retained brand consultancy for Sainsbury’s, was tasked with creating a visual language for financial services that would ‘be complementary yet distinct from the group’s other communications’.
In response, the consultancy built on the existing Sainsbury’s brand toolkit and created additional graphics such as photography and graphic silhouettes.
‘The overall design creates a balance between being modern and accessible, yet professional, while having an overall positive feel-good factor,’ says Lambie-Nairn creative director Adrian Burton.
‘We wanted to make sure the brand stood out,’ James Quayle, head of strategy at Lambie-Nairn adds. ‘Sainsbury’s thought it was time to invest in a refresh of the brand. We had to review the brand and how it was working. They wanted to move away from the formality of calling it Sainsbury’s Bank and become financial services from Sainsbury’s.’
The work includes a new look and feel, product leaflets and in-store point-of-sale, and the identity will be rolled out across the website, direct marketing and other customer touch-points.