Packaging Families : J Sainsbury Ltd : in "Package Design" by Milner Gray : Studio : 1955
In 1955 Milner Gray, the famous British designer and teacher, edited one of The Studio's "How to do it" series of books on art and design, Number 59 "Package Design". The illustrated book looks at the "why", "how" and "techniques" of designing packaging for a wide range of products and goods and looks at the allied requirements of issues such as brands and corporate identity. One sequence of illustrated examples relates to "brand families"; similar product packaging used across a range of goods or services and this shows the wide adaptation of a similar 'look' across the products of J Sainsbury Ltd.
At the time Sainsbury's were a major grocery chain based in London and serving large areas of the "Home Counties". By the mid-1950s they were not only expanding but starting the radical change from 'traditional' grocery shops to the new self-service and 'supermarket' methods being imported from the US. As part fo this different styles of packaging were key as more products were on open shelves and the 'look' or 'appeal' of such products was key to awareness and rapid recognition. Sainsbury's became famous for their brand identity and indeed had their own graphic design department who managed the whole range of design, display, packaging and advertising. This 'family design', showing a variety of dried goods, cooking ingredients and spices as well as prepacked margarine, was designed by Leonard Beaumont who made extensive use of Monotype's 1930s Albertus typeface for the titling.
Packaging Families : J Sainsbury Ltd : in "Package Design" by Milner Gray : Studio : 1955
In 1955 Milner Gray, the famous British designer and teacher, edited one of The Studio's "How to do it" series of books on art and design, Number 59 "Package Design". The illustrated book looks at the "why", "how" and "techniques" of designing packaging for a wide range of products and goods and looks at the allied requirements of issues such as brands and corporate identity. One sequence of illustrated examples relates to "brand families"; similar product packaging used across a range of goods or services and this shows the wide adaptation of a similar 'look' across the products of J Sainsbury Ltd.
At the time Sainsbury's were a major grocery chain based in London and serving large areas of the "Home Counties". By the mid-1950s they were not only expanding but starting the radical change from 'traditional' grocery shops to the new self-service and 'supermarket' methods being imported from the US. As part fo this different styles of packaging were key as more products were on open shelves and the 'look' or 'appeal' of such products was key to awareness and rapid recognition. Sainsbury's became famous for their brand identity and indeed had their own graphic design department who managed the whole range of design, display, packaging and advertising. This 'family design', showing a variety of dried goods, cooking ingredients and spices as well as prepacked margarine, was designed by Leonard Beaumont who made extensive use of Monotype's 1930s Albertus typeface for the titling.