Parker Williams Design was tasked to create new packaging across the entire range of Sainsbury’s private label – Taste the difference confectionery.
With the premium sector growing, Taste the difference was in danger of looking tired. Moreover its own growth from 250 to over 1100 products meant that the design system was coming close to corporate wallpaper. Our challenge was to re-assert the brand’s premium credentials by reflecting the passion & expertise at its heart.
While unifying the range with a strong logo & tone of voice we increased design flexibility helping with consumer navigation & choice within categories & ranges. This flexibility allowed us to use other elements on pack to communicate the brand’s core promise – just what goes into making each product taste really different Shape, texture & pattern are considered across all products, especially seasonal & gifting ranges, further emphasising the premium qualities of the brand. In short creating a signature not a system.