The Brief
Take a brand (that lacks positive perception) and turn it into a good brand. This is about changing outlook, direction and moving the rebrand towards a concept of having a purpose and conviction to deliver on it.
Brand Identity
The new Sainsbury's Basic identity will have a strong emphasis on natural, honest design that celebrates imperfection while still keeping a clean and minimal feel.
Advertising & Promotion
The imagery used behind the promotion for the SB rebrand relates to Sainsbury's brand values of family and togetherness. It plays on the concept of creating great things from the SB range rather than focusing on how odd the particular ingredients might look. I want the general campaign to have a lighter and refreshing feel to it compared to their current branding.
