Sainsbury’s Pasta — Customer panel feedback highlighted that shoppers were struggling to navigate its core ambient pasta range of nearly 100 SKU’s across 3 sub-groups. The brief was to redesign the range to improve navigation through clearer variant communication, avoiding the current situation of a rainbow of multi-coloured packs that were proving hard to shop.

Driven by this insight into the customer decision making hierarchy paired with our creative vision, the Foster + Baylis team set about creating a stand-out design that placed variant communication front and centre. Single minded in its approach, the solution pairs large bold product names with a super graphic pattern with a distinct modernist feel that showcases the product on shelf, makes range navigation a breeze, and delivers a range that’s credibly and distinctly Italian. Key throughout the design process was the use of shelf renders to communicate the vision for the range and the future customer experience.

Disciplines: Creative concept development. Packaging design. Design implementation. Illustration. Guidelines.

Sainsbury’s Pasta — Customer panel feedback highlighted that shoppers were struggling to navigate its core ambient pasta range of nearly 100 SKU’s across 3 sub-groups. The brief was to redesign the range to improve navigation through clearer variant communication, avoiding the current situation of a rainbow of multi-coloured packs that were proving hard to shop.

Driven by this insight into the customer decision making hierarchy paired with our creative vision, the Foster + Baylis team set about creating a stand-out design that placed variant communication front and centre. Single minded in its approach, the solution pairs large bold product names with a super graphic pattern with a distinct modernist feel that showcases the product on shelf, makes range navigation a breeze, and delivers a range that’s credibly and distinctly Italian. Key throughout the design process was the use of shelf renders to communicate the vision for the range and the future customer experience.

Disciplines: Creative concept development. Packaging design. Design implementation. Illustration. Guidelines.