Graphic Design Agencies have been called in to bring their creative tactics to the war between the big 4. The big 4 are in the limelight being chased by the ‘newcomers’ likes of Aldi and Lidl who are promoting a better price. In addition it would seem that consumers are doing less of ‘the big shop’ meaning the big buy it all here stores are losing out. Morrissons reported a £176 million loss for the year to the end of February 2014 and Sainsbury’s said earlier this year that it will have more convenience stores than supermarkets in 2014.
It’s wonderful to see from the outset and not as an after thought is key to their business expansion strategy is a need for re-branding. And here I check out one of the latest new designs on the block…
Sainsbury’s be good to yourself range has got a brilliant new look with what they’re calling ‘conversational branding’ – loving this rather trendy term.
I for one am sold on this one – it’s bold but not too imposing and highly readable which for a typophile like me is key.
Choosing a slab serif, lower case typeface is friendly and legibile. Slab serif is such a strong way to get across that balance of modern and classic and is also great now the world has gone much more online as it’s one of the easiest to read on a webpage.
Using all lower case is gives a friendly tone and the layout has been done very cleverly so that the speech bubble doesn’t overpower at all – this could have gone horribly wrong and looked cartoon like but they’ve pulled it off perfectly. Much more impressive and eyecatching than their former branding below.
Whilst I like clean lines and geometric style typefaces as this one above is, it’s about the right fit for the purpose and this style is not inviting enough for a food product designed to make you feel better about yourself – I personally think it’s too clinical looking in this format.
Complimented by consistently applying the new style throughout the range this is a simple yet effective update.