Sainsbury’s Free From — Sainsbury’s asked Foster + Baylis to help redesign this flagship, cross-category brand to broaden its appeal to a wider audience and support its expansion into new territories beyond the current ambient and frozen offer.

There was an opportunity to step change the brand to make it broader in appeal, more modern and desirable whilst ensuring clear allergy navigability. Providing a platform for brand growth, the new identity alternates background colours and expanded illustration style for use in character driven areas like kids and seasonal.

Disciplines: Brand strategy. Brand identity. Packaging design. Design implementation. Art direction. Guidelines.

Sainsbury’s Free From — Sainsbury’s asked Foster + Baylis to help redesign this flagship, cross-category brand to broaden its appeal to a wider audience and support its expansion into new territories beyond the current ambient and frozen offer.

There was an opportunity to step change the brand to make it broader in appeal, more modern and desirable whilst ensuring clear allergy navigability. Providing a platform for brand growth, the new identity alternates background colours and expanded illustration style for use in character driven areas like kids and seasonal.

Disciplines: Brand strategy. Brand identity. Packaging design. Design implementation. Art direction. Guidelines.