Sainsbury’s Redesigns SO Organic
UK grocer Sainsbury’s and London based design agency BrandMe have introduced a redesign of the iconic early 2000s, Sainsbury’s SO Organic brand design. The updated design brings a strong tone of voice to stand out from the crowd.
The new identity-led redesign focuses on building an enticing brand experience, encouraging consumers to get back in touch with nature and celebrate the genuine imperfection of organic produce, all while reassuring them of the premium quality and expertise that the Sainsbury’s name brings to the range.
About the Author: Christopher Durham
Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.
