Brand Me redesigns Sainsbury’s coffee range

Brand Me has redesigned the packaging for Sainsbury’s entire range of coffees, which is going Fairtrade.

The consultancy, which is on the retailer’s packaging design roster, has been working on the project for about a year, according to creative director Mark Frost.

Brand Me has redesigned the packaging for the entire Sainsbury’s coffee offer, covering the Core, Lifestyle and Occasions ranges.

The Core range, described by Frost as ‘like the entry-level for coffee drinkers’, includes Original, Premium and Espresso products, and uses imagery of appropriate coffee machines, including espresso-makers and cafetières.

Frost says, ‘If you have very close-up photography it’s very obvious what you do with the product. It’s very consumer-led.’

The Lifestyle range includes products such as New York Deli Style coffee. Frost says that as well as using close-up photography, products in this range are also united by typographical elements.

The Occasions range includes products such as After Dinner and All-Day Long coffee. This uses shots of milk floats, taxis and London buses.

As well as redesigning the packaging, Brand Me has also created a style guide for the range, which lets the consumer know more about the taste of the coffee.

The guide is similar to the guide Brand Me developed for Sainsbury’s wine offer. It provides a strength-rating, as well as breaking the products down into four categories – fruity and distinctive, rich and intense, smooth and mellow, and aromatic and well-rounded.

Frost says, ‘Sainsbury’s was interested in a similar scheme to the one we produced for the wine range.’ The style guide is supported by a back-of-pack system, which suggests what food the coffee could accompany, and proposes other coffees for the drinker.

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