Supermarket Packaging

Supermarkets these days seem to sell food from all corners of the globe. But how are they able to do this, and still make sure that each product is recognisably from their respective supermarket? The answer is a strong brand identity. Packaging can be wildly different from product to product, but things that remain consistent are things such as logos, typefaces and colours. For example, Sainsbury’s ‘Taste the Difference’ range all features purple accents on the packaging, thus tying it all into one range and supermarket. The serif font also promotes a sense of quality and sophistication, in contrast to their basics range which is very stark and plain in terms of design, using white and the orange of the Sainsbury’s brand, with a basic sans serif font. The SO Organic range, again, has its’ own sense of identity – Cleverly featuring the ‘S’ of the Sainsbury’s logo in the signature typeface and colour, so give a subtle nod to the supermarket brand. Throughout their ranges, the subtle keys such as the ones mentioned above, help the supermarket to maintain their overall brand image across almost all of their products.