Sainsbury’s is a British supermarket and the UK’s second-largest supermarket chain. It was founded in 1869, when John James and Mary Ann Sainsbury opened their first shop in London. Design agency Contrast brings a little Italian exuberance to the supermarket’s refreshed Italian range, using oversized lettering with rich colors alongside geometric patterns that look reminiscent of Italian café tiles and vintage trattoria graphics. 

The repeating chevrons are particularly fun, giving everything from pizza boxes to pasta sauces a shared visual signature. What makes the refresh so appealing is how it turns a supermarket brand range into something that feels more like a lively specialty food shop, moving away from the purely functional packaging often associated with private labels. Retailers are now treating their own brands as destinations for great design rather than simply affordable alternatives, and we live for the shift.