Union Jack Private Brandmania at Sainsbury.

bangers&mashFilm 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.

Classic Beef MealAccording 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.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.