UK grocer Sainsbury’s and London based design agency BrandMe have introduced a redesign of the iconic early 2000s, Sainsbury’s SO Organic brand design. The updated design brings a strong tone of voice to stand out from the crowd.

The new identity-led redesign focuses on building an enticing brand experience, encouraging consumers to get back in touch with nature and celebrate the genuine imperfection of organic produce, all while reassuring them of the premium quality and expertise that the Sainsbury’s name brings to the range.