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Sainsbury’s Design Studio 1962-77

It always struck me that a good indicator of the general public’s awareness and appreciation of design could be judged by product packaging on supermarket shelves. Perhaps an unexpected source of good graphic design – the Sainsbury Supermarket’s in-house design team (which launched in 1963) took design very seriously during the 60’s and 70’s. They produced some truly fantastic packaging solutions for everyday products using bold geometric shape and colour. Here are a few examples but you can see more at the Museum of London Docklands. There is also a book available – Own Label: Sainsbury ‘s Design Studio, 1962-1977, by Jonny Trunk by Fuel (found at the Guardian)

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Have your say

    16th Nov 2011
    12:55 pm
  1. Why can’t all packaging be like this?

  2. Matthew N
    16th Nov 2011
    3:14 pm
  3. Love.



  4. Andrew Golden
    17th Nov 2011
    12:22 pm
  5. They should give these designs another go, rerelease all their products in this style!

  6. Tom
    21st Nov 2011
    9:27 pm
  7. I saw that top image and thought ‘Wow, that must be the new packaging for their cat food, how nice.’

  8. Andi
    6th Feb 2012
    11:23 am
  9. The Golden Age. So much better than the majority of current packaging, although there is still some good stuff about – I like the simplicity of Sainsbury’s herbs and spices and a lot of Waitrose packaging is very elegant.

    None of it matches this though.

  10. Richard Williams
    8th Oct 2012
    3:08 pm
  11. Remarkable. I couldn’t believe this when I saw your site. I designed the Sainsbury’s pet food packs. The cats, I thin there were three cat food tins, were drawn using photos of my own cats and the dog belonged to Peter Dixon, my head of design at JS. It was a really happy time in my life – just starting out on a design career that led me to setting up Design Bridge and, latterly WMH.

  12. Luke TongeLuke Tonge
    8th Oct 2012
    7:15 pm
  13. @Richard, thanks so much for commenting! Many of us bought this book and love its aesthetic – so it’s fascinating to gain a bit of an insiders viewpoint. If you have any more stories to share we’d love to hear them!

    For any of our readers interested these comments are great too:

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Thanks for the comment about the work, can you elaborate on what you mean by not responsive?

Leigh Anderson on Photography by Anderson – What you see is what you get

very beautiful work, but the *new* site is not responsive?

Cat on Photography by Anderson – What you see is what you get

Hi, I was thinking about 5 minutes, where the parallax effect is. After that i recognized that parallax is the brand name and is not the html effect in there


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I can see this being on my birthday list!

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Hope Blissets bookbinders is in there!

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