BEST OF BRITISH⠀/⠀2011⠀/⠀DESIGN DEV⠀/⠀TYPOGRAPHY⠀/⠀FORMAT DESIGN
I collaborated on the design of this high profile British Gifting range, launched to coincide with the Royal Wedding in 2011. I was tasked with crafting the design onto the various formats, and in some instances changed cutter guides to ensure perfect consistency across the range. I also wrote much of the supporting copy on front of pack, applying a suitable font with added texture and consistently bespoke type setting for each product.
HOME FRAGRANCE⠀/⠀2011⠀/⠀DESIGN DEV⠀/⠀IMAGE MANIPULATION⠀/⠀PRINT MANAGEMENT
The Sainsbury’s Home Fragrance range is worth approximately £24 million PA. A very design-led category within the TU branding, this project required a high level of creative input. I organised the watercolours from two artists and did significant post production to give the range more visual pace and interest. I also designed the additional graphic elements, artworked across 11 formats and carried out a complex proof approval for the 17 colour print. After launch there was a 72% sales uplift year on year.
COOKSHOP⠀/⠀2011⠀/⠀DESIGN DEV⠀/⠀ART DIRECTION⠀/⠀PRINT MANAGEMENT
I designed and project managed a Sainsbury's Kitchenware packaging redesign and implementation. With a full retail value of around £60 million PA, this is a very big category for the non-food business. A key driver for the layout was the showcasing of product features and benefits. This involved working very closely with the Technical team as well as the support teams in China and the suppliers, to pull out key selling features and develop icons and the hierarchy of information shown on pack. I found an appropriate photography style and later co-managed the photoshoot. I presented the design in the Range Review and quickly gained sign off. After launch there was a 22% sales uplift year on year.
In 2011 Sainsbury's did a major rebranding of their Taste The Difference range. I was a key player in implementing this design across to General Merchandise.
PRINTER CARTRIDGES⠀/⠀2011⠀/⠀DESIGN DEV⠀/⠀IMAGE SOURCING
I created the concepts for Sainsbury’s printer cartridges. The design was based on pairing the manufacturer compatibility with a colour and matching landscape photograph. I used the horizon lines in the photos to tie all of the packs together. I was also able to extend the photography idea to make the distinction between black and coloured refills clearer, using the image in grayscale or colour to mimic the output of the cartridges.
STATIONERY⠀/⠀2011⠀/⠀DESIGN DEV⠀/⠀ICON DESIGN
I designed all of Stationery in 2011, with a full retail value of about £40 million. There was an 11% sales uplift after the new design was launched. The ‘back to school’ stationery area makes up a surprisingly big part of the Sainsbury’s non-food business. I enjoyed designing this sub-range, using real doodles to create something reminiscent of the back of a school notepad.
MEN'S GIFTING⠀/⠀2011⠀/⠀DESIGN DEV⠀/⠀PHOTOGRAPHY
When we were in a pinch in 2011, I was able to create this design and take the whole range to artwork in a week (including the photography with my own equipment).