Blue Marlin gives Sainsbury’s Classics ready meals a contemporary new look
10 December 2009 | By Popsop Team
Blue Marlin has created fresh new packaging for Sainsbury’s range of classic British dishes that will roll out this month. The new design gives the meals a modern, upbeat look without watering down the traditional elements that are known to be very important to brand loyalists.
Classics has an extremely loyal older customer base, which Sainsbury’s is intent on keeping, while broadening the range’s appeal to younger audiences. “Imagine a cross between Guy Ritchie and Paul Smith they are both quintessentially English with a contemporary twist. We’ve taken those sorts of expressions of Britishness and applied them in a foodie way,” says Blue Marlin executive creative director Martin Grimer. The new livery features beautifully shot product on white porcelain with an understated Union Jack background.
“We’ve taken traditional ingredients and updated them,” Grimer adds. The packaging uses a chunky slab serif typeface that adds a further element of modernity. The new look also reduces the amount of packaging by up to 25 per cent as packaging reduction is an increasing concern for retailers, manufacturers and designers alike.
Popsop.com
Tags: food
Seriously?
11 December 2009 12:38 am
Seriously?? So they are saying a slab serif font is what epitomizes quintessential Britain?? What a joke.
There is so much rich content that could have been used in the theme and design of this packaging, but they went for putting food on flags. This is what people were doing 15 years ago.
It could have been so good…Just take a look at Jamie Olivers ‘Jme’ range and that takes everything that is British and gives it a modern twist.
OK so this range may not have been able to go that far, but seriously, is this the best they can do? Food on a dirty union jack?
A massive FAIL if you ask me. It just looks like every other cheap own brand packaging.