SIMON FOSTER

Grow Your Own

Dec 08 2011

Own label

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.