Own Label: Sainsbury’s Design Studio 1962-1977

by Jonny Trunk, Stephen Sorrell (Editor), Emily King

When designer Peter Dixon joined the Sainsbury's Design Studio in 1962, he ignited a remarkable revolution in packaging. The British supermarket was developing its distinctive range of "own label" products, and Dixon's designs for the line catapulted Sainsbury's to the graphic forefront: simple, stripped down, creative, and completely different from what had gone before. The striking modernity of the new Sainsbury's look pushed the boundaries of high-street graphic design, reflecting a period full of postwar optimism. It also helped build Sainsbury's into a brand giant, the first real British "super" market of the time. Produced in collaboration with the Sainsbury family and the Sainsbury Archive in London, Own Label examines and celebrates this paradigm shift that redefined packaging design. An essential book for graphic designers and those interested in cultural nostalgia from the 1960s and 1970s, Own Label offers a unique historical insight into how the foods we ate were packaged for our consumption.

208 pages, Paperback

First published November 30, 2011

Reviews

[Jim · Rating 5 out of 5]

An absolutely beautiful (in every way) book charting the power and simplicity of the Sainsburys design studio of the 60s-80s. It is inevitable to compare their genius in packaging with today's "me too" own brand efforts. It's cased with a thoughtful and informative essay in the context and work of the bureau.

[Simon · Rating 5 out of 5]

Some light bank holiday retail related design reading.

[W Davidson · Rating 5 out of 5]

Gorgeous pictures of Sainbury's grocery packaging.