Sainsbury’s packaging archive

When I was growing up, my family shopped at Sainsbury’s. I later worked there for a few years when studying for my A Levels and between university semesters. The brand is fairly well ingrained in me, so I have just spent rather too long browsing the packaging section of the Sainsbury’s archive:

Packaging from Sainsbury’s cheese and onion crisps, 1970s-1980s
Packaging from Sainsbury’s cheese and onion crisps, 1970s-1980s
Packaging from Sainsbury’s table salt, c. 1978
Packaging from Sainsbury’s table salt, c. 1978
Packaging from Sainsbury’s spaghetti rings and pork sausages, 1998
Packaging from Sainsbury’s spaghetti rings and pork sausages, 1998

I started working there in 1998 which—coincidentally, I hope—seems to be the point where the strong, simple and consistent brand identity visible in the first two images started to erode, replaced by more individualistic oddities like the bottom image.

The entire site is very interesting, occupying a position somewhere between corporate story-telling and social history. See also The typography of John Lewis.

Author: Matthew Culnane

Sometime social and UX person working in education. Interested in food, books, music, others. Working out how it all works.