News

Sainsbury's has introduced a colour-coding system to its range of 163 own-brand wines to aid consumers in breaking habits and exploring new wines.

The system splits the range into three red and four white wine flavour groupings that are colour-coded and visible on the pack for easy on-shelf shopability.

The range has been designed by BR&Me, which discovered that customers rely on a few wine classics week-in, week-out so as to avoid an expensive mistake.

Label design was also addressed by the design consultancy, which found that because of people's insecurities when buying wine they tend to seek out wines with more traditional design cues.

The team explored regional design signals, such as the typography used on a Chablis, for the different types of wine and these have been incorporated into the label design.

According to BR&Me creative partner Steve Booth there was particular sensitivity surrounding the premium end of the range "where the Sainsbury's brand was seen as a barrier to purchase".

He said: "The credibility issue was so important that it needed to look the part, so it does mean that we are using very classical design."

Consequently, the Sainsbury's logo was removed from the main label.

"The job here was less to jump out on the fixture, but to be more reassuring," added Booth. "What does stand out is the colour system."

The new colour-coding system is now on-shelf.