See the difference.
Sainsbury’s Taste the Difference
Evolving a £1bn brand
Back in 1999, we created the Taste the Difference brand for Sainsbury’s, and have been brand guardians ever since, working on three major redesigns over the last 25 years. A renowned pillar of their core brand, Taste the Difference, can now be seen across 11 different categories and 1,200 products.
In this, our most recent redesign, we were challenged to optimise key elements of our brand design system, to elevate the proposition: ‘Heroing the difference’.
In this, our most recent redesign, we were challenged to optimise key elements of our brand design system, to elevate the proposition: ‘Heroing the difference’.
Brand redesign
Brand strategy
Packaging
Brand guidelines
Seasonal limited editions
Art direction
"The Taste the Difference brand is synonymous with premium but had lost its uniqueness in the market. The new design proudly celebrates the distinct differences in every product by focusing on the ingredients, provenance, people and their passion."
Coulter Patton
Creative Director, BrandMe
Insight.
Making the difference.
Our established design system is built around the reason to believe for each product, celebrating their distinct, taste-enhancing difference. Our designs focus on the 4 Ps; Product ingredients, People, Process and Provenance.
With culinary expertise always at the heart of the brand’s strategy, this was an opportunity to dial up the storytelling to emphasise the distinct difference, highlighting why every bite tastes so good.
With culinary expertise always at the heart of the brand’s strategy, this was an opportunity to dial up the storytelling to emphasise the distinct difference, highlighting why every bite tastes so good.
Approach.
Putting taste centre stage.
To allow more space for the food photography to shine, we crafted a new brand panel that would house the key front of pack messaging, along with a graphic chevron device that now points to the reason to believe within the new and improved product titles, with product storytelling copy below. Our tone of voice is foodie, informative and descriptive of the taste experience, bringing the difference to life verbally as well as visually.
The photography style also evolved to show more of the creative side to the food preparation, celebrating ingredients and craft. The overall feeling is one that is lighter and more relaxed, with an uplifting colour palette, a more vibrant purple for the core brand colour, and an expanded secondary palette that clearly signifies different ranges and variants.
The photography style also evolved to show more of the creative side to the food preparation, celebrating ingredients and craft. The overall feeling is one that is lighter and more relaxed, with an uplifting colour palette, a more vibrant purple for the core brand colour, and an expanded secondary palette that clearly signifies different ranges and variants.
Realisation.
As brand guardians we created a comprehensive set of brand and packaging guidelines, to ensure that the new brand could be implemented easily and consistently across store and beyond. The result? Since its launch in Q3 of 2023, the brand has seen growth of 12% and as of 2024 is now valued at over £1.5 billion. Sainsbury’s Taste the Difference is now best-in-class among its peers, and is fulfilling its vision of allowing consumers to trade up in an accessible (and delicious) way.
