Sainsbury’s packs inspired by fashion and movie celebrities

The new packs have been designed by the London-based agency to appeal to the range’s core older customer base, but also attract a younger audience.

Blue Marlin has shot new pictures of the food on white porcelain and set the images against a backdrop featuring an understated Union Jack and the text ‘British Classic’ in a chunky serif typeface.

“Imagine a cross between Guy Ritchie and Paul Smith – they are both quintessentially English with a contemporary twist,” said Blue Marlin executive creative director Martin Grimer.

“We’ve taken these sorts of expressions of Britishness and applied them in a foodie way.”

Sainsbury’s has also been able to reduce the amount of packaging for the range by 25% following the redesign.

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