Sainsbury's Taste The Difference
We launched the original Taste the Difference brand for Sainsbury’s in 1999 and have since been its brand guardians, overseeing two significant redesigns over the past two decades. Now an essential part of their core brand, Taste the Difference spans 9 categories and features over 1,800 products. In 2019, we revamped the range again to align with the new brand proposition focused on 'Heroing the difference.' This redesign was aimed at highlighting what makes the products special and delicious. We concentrated on the four P’s: Product ingredients, People, Process, and Provenance, to effectively communicate this message. The new design incorporates a handwritten logo that highlights the word "Taste," adding character and warmth while emphasizing quality and origin. The food photography is now linked to flavor, showcasing the high-quality ingredients and flavor elements, with a dark slate background denoting a premium, artisan feel for the entire Taste the Difference line. The refreshed branding retains the signature deep purple and gold color scheme to ensure immediate recognition and consistency.