SEE THE DIFFERENCE
We created the original Taste the Difference brand for Sainsbury’s in 1999 and have therefore been brand guardians ever since, working on two major redesigns over the last 20 years. Now a key part of their core brand, Taste the Difference can be seen across 9 different categories and over 1,800 products.
We redesigned the range again in 2019 in line with the new brand proposition which is all about ‘Heroing the difference’.
With the aim of emphasising the reason to believe of the products, we crafted a new look which proudly celebrates each product’s distinct difference and what makes it taste so good. The key to communicate this was to focus on the 4 P’s; Product ingredients, People, Process and Provenance.
The redesign features a handwritten logo mark that emphasises the word ‘Taste’ whilst also adding expression and warmth to the whole look and feel, focusing on quality and provenance.
The food photography now links with taste, enhancing the quality ingredients and flavour cues, with a dark slate background acting as a signifier for premium and artisan for each of the products under the Taste the Difference range.
The new branding has retained the Taste the Difference signature deep purple and gold colour scheme to ensure instant recognition and continuity.
TASTE OF CHRISTMAS
The Christmas range further demonstrates the Taste the Difference design’s flexibility. We gave the core visual assets a festive twist by introducing gold touches and contemporary Christmas cues, enabling this range to remain fresh and confident, maintaining continuity with the Taste the Difference brand values.
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