Film director Guy Ritchie and fashion designer Paul Smith were the inspiration behind the new designs for the Sainsbury Classic British Private Brand meals created by the English design firm Blue Marlin.

The new packaging was designed to appeal to the product’s core older customer, but also attract a younger audience.

Blue Marlin shot new pictures of the food on white porcelain and set the food on a table featuring a subtle understated Union Jack tablecloth and the text ‘British Classic’ in a chunky serif typeface.

According to the English Magazine Packaging News: “Imagine a cross between Guy Ritchie and Paul Smith – they are both quintessentially English with a contemporary twist,” said Blue Marlin executive creative director Martin Grimer.

“We’ve taken these sorts of expressions of Britishness and applied them in a foodie way.”

Sainsbury’s has also been able to reduce the amount of packaging for the brand by 25% following the redesign.