Sainsbury’s launches a value range, Stamford Street Co., inspired by Sainsbury’s first home, supporting consumers amidst the cost-of-living crisis

Sainsbury’s continues to support consumers in managing their budgets amidst the cost-of-living crisis with a rejuvenated visual identity for their value range, Stamford Street Co. Relaunched with a refreshing look, the brand draws inspiration from the past, getting its name from Stamford Street, in London’s Blackfriars, which was home to Sainsbury’s for over a century. The new branding reflects its commitment to combining the best possible quality with great value while supporting its customers.

Sainsbury’s in Stamford Street, Blackfriars in London

Crafted for a shelf standout and to promote the brand ethos, the visual rebrand displays bold hues with a minimalistic logo contrasting against the bold orange palette as an eye-catcher that replicates signature London Street Signs. With the success of other major grocery stores rebranding their entry-level tier products, Sainsbury's follows suit with a standout element combining other home brands for a more unified visual identity.

Moving some of the value brands to Stamford Street Co., Sainsbury’s commits to maintaining high standards of quality with a refreshed look. The logo and typeface draw elements from premium logo designs, with a sans-serif font in uppercase that draws attention to the brand name against the bright orange.

Launched with the caption, ‘Same product, new look’, Sainsbury’s promises their consumers that more products will be added to Stamford Street Co. to help support them through the cost of living crisis. Through evolving times, Pentawards navigates through the cost of living crisis as a subtheme at the Pentawards Festival 2023.

For more information on Sainsbury’s design, visit their website or follow them on Instagram.

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