Pasta Pronto!

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.

The new identity has reinvigorated the category, driving sales into the core range from the premium own brand offer and branded ranges.

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.

The new identity has reinvigorated the category, driving sales into the core range from the premium own brand offer and branded ranges.

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48–50 St. John Street
London EC1M 4DG

Our services

Creative strategy + positioning
Brand identity + communications
Packaging design + implementation