The new look has been created by BrandMe. The consultancy has worked on previous Sainsbury’s projects including the retailer’s Taste the Difference range.
The previous white and orange colour scheme is retained, but a colour treatment has been added, and the Basics logo and typeface have been updated.
New straplines are being introduced, such as ‘simple prawns, no need to shell out’.
A Sainsbury’s spokeswoman says, ‘The role of the ‘Reason to Believe’ straplines on pack is to tell the customer something about the product and what makes it basics, and then give quality reassurance. It’s done in a playful tone, to bring alive basics’ distinctive personality.’
Sainsbury’s says the new look is set to roll out across the range of 500 Basics products, which includes 100 non-food items.
The retailer says the top-selling items in its range are chopped tomatoes, eggs and fresh tomatoes.
We analysed the thinking behind value-range redesigns here.