I highly recommend Own Label — Sainsbury’s Design Studio 1962–1977 to any fans of vintage or timeless typography, design and packaging. This book covers in detail the creative output of the Sainsbury’s design studio from the early 1960’s to late 1970’s and is a treasure trove of wonderfully bold and modern design. The book is published by Fuel and the following extracts are taken from their website.
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. A unique insight into what and how we ate, the packaging is presented using both scanned original flat packets and photographic records made at the time. With an essay by Emily King featuring interviews with Peter Dixon and Lord Sainsbury of Preston Candover.