Contrast brings back the essence of Italy to Sainsbury's

Italian food has personality. Lots of it. So when refreshing the Sainsbury's core Italian rage the opportunity was to put more Italy back into the design. By stripping away the functionality and introducing a more modern Italian visual language, the range now feels more expressive, distinctive and delicious while remaining easy to shop. The challenge with established ranges is often resisting the temptation to be too simple. Sometimes the strongest design move is creating space for personality t