20/20 worked closely with Sainsbury’s to design a new brand identity, customer communications programme and several innovative store concepts. We also developed a new strategy and brand identity for ‘Sainsbury’s to You’, their online shopping site.
Our relationship began with an intensive review of the brand and shopping experience. Sainsbury’s’ aim was to improve how Sainsbury’s talks to and serves their customers.
18 months later, the distinctive brand identity was born, with a clear communication hierarchy and friendly tone of voice following soon after.
The ‘Living Orange’ concept gave the brand a fresh, innovative personality, retaining the vibrant colour orange, which makes Sainsbury’s so memorable, and using images of cut fruit and vegetables. The brand blueprint that 20|20 created has infiltrated store planning, communications, in-store environments, merchandising, logistics, and internal communications.
Sainsbury’s is one of the most distinctive brands on the high street – modern, instantly recognisable and easily adapted across all formats.
