A short history of design at Sainsbury’s
When joining Sainsbury’s I wasn’t surprised to learn of the history and culture of the company, that went right back to 1869, when John and Mary Ann Sainsbury setup their first shop in Drury Lane, Holborn.
This year we’re celebrating 150 years, so it feels right to be talking about the history of Sainsbury’s, but in particular the history of design within Sainsbury’s.
One of the reasons I decided to work for Sainsbury’s are the company values focussing on quality and service. But what I was surprised to discover is how Sainsbury’s has such a rich design history. From Peter Dixon who founded the Sainsbury’s in house creative studio right up to today and the release of Mobile Pay.
1891
Sheffield-born Leonard Beaumont (1891–1986) was the graphic designer who gave Sainsbury’s supermarkets and products a consistent identity in the postwar era.
1950
Leonard Beaumont had been producing work for Sainsbury’s as a freelance for some years, and in 1950 was appointed as the store’s first in-house design consultant. Joint managing director Alan Sainsbury wanted to emulate the example of the big supermarkets he had observed in the United States.
Beaumont’s new role was all-encompassing; he designed everything from signs and shopfronts to an enormous variety of own-brand packaging for the new self-service outlets.
“Beaumont’s over-riding approach was to make everything clean and simple” The man who branded Sainsbury’s
1962
In 1962, when Peter Dixon joined the Sainsbury’s Design Studio, he oversaw the introduction of the first in-house design studio. This triggered a remarkable revolution in packaging design. The supermarket was developing its distinctive range of Own Label products, and Dixon’s designs for the line were revolutionary: simple, stripped down, creative, and completely different from what had gone before. Their striking modernity pushed the boundaries, reflecting a period full of optimism.
“these revolutionary designs were a paradigm shift from what had gone before. They were optimistic, creative, and they put Sainsbury’s on the map as a brand to be reckoned with” Creative Bloq
They also helped to build Sainsbury’s into a brand giant, the first real supermarket of the time. This was a paradigm shift, which redefined packaging design, and led to the creation of some of the most original packaging ever seen.
“An essential book for graphic designers and those interested in the culture of consumerism, these designs remain fresh and relevant today.” Own Label: Sainsbury’s Design Studio
2000
Sainsbury’s releases it’s Jamie Oliver led marketing campaigns, which led to the “try something different” in 2005.
2005
Williams Murray Hamm take inspiration from Peter Dixon’s packaging design to bring simple graphics, a witty product doodle and strap line to Sainsbury’s Basic range. Winning D&AD Wood Pencil award to Packaging Design, later in 2006.
2013
Tu clothing is revamped and relaunched. The Tu logo was updated and the ranges featured more co-ordination, colour, and print within the Sainsbury’s designs. The revamp focussed on quality credentials and establish a “high street feel” to Sainsbury’s clothing.
Sainsbury’s is now the 6th biggest clothing seller in the UK, 2018
2014
2014 saw another first. Charlotte Briscall joined Sainsbury’s as the founder of the first in-house Digital Experience team. Growing 4 design teams across 3 locations and releasing a host of exciting digital products and services for customers and colleagues.
The Digital Experience team embedded a user centred design approach to producing digital products across the whole organisation, as part of a larger digital transformation journey. At the centre of this was the creation of the Sainsbury’s Digital Design System, Luna
Adding to the existing creative communities within Sainsbury’s across Sainsbury’s Bank, Sainsbury’s Home, Tu Clothing, Argos and Habitat.
2017
Sainsbury’s was brought all the way up to date in the latest marketing campaign, Food Dancing.
2018
With all the creative community working hard across Sainsbury’s, Sainsbury’s Bank, Argos and Habitat; 2018 was a bumper year for design at Sainsbury’s, winning a host of awards for their marketing, UX and digital talent.
2019 is shaping up for much of the same in the 150th year of Sainsbury’s. It’s exciting times here at Sainsbury’s and design is playing an important part!
