Own Label: Sainsburys Design Studio: 1962 - 1977

A new expanded edition of this must-have book for all graphic designers
In 1962, when Peter Dixon joined the Sainsbury's Design Studio, a remarkable revolution in packaging design began. The supermarket was developing its distinctive range of Own Label products, and Dixon's designs for the line were revolutionary: simple, stripped down, creative, and completely different from what had gone before. Their striking modernity pushed the boundaries, reflecting a period full of optimism. They also helped build Sainsbury's into a brand giant, the first real ‘Super' market of the time. This book examines and celebrates this paradigm shift that redefined packaging design, and led to the creation of some of the most original packaging ever seen.
Produced in collaboration with the Sainsbury family and The Sainsbury Archive, the book reveals an astonishing and exhaustive body of work.