Business Director: Louise Harper
3D Designer: Gregory Bennett
Senior Art Director: Andy Welsher
Senior Designer: Esme Lonsdale
Junior Designer: Theodore Joseph
Develop a brand-agnostic visual identity through a campaign key visual, a compelling shopper headline, and a clear shopper mission, with the goal of securing Sainsbury's buy-in.
Using established shopper insights on healthy living, family connection, and individual breakfast habits, four creative routes were developed. I explored different visual approaches suited to each route's core message, using typography, imagery, layout, or colour.
The concepts ranged from celebrating breakfast products and family rituals to encouraging shoppers to make bold choices in the morning. Route 3 was ultimately selected because it best captured the themes of healthy eating, family bonding, and breakfast as an important daily ritual, while maintaining Sainsbury's essence.
Refining
I then refined the route. First, I created an overarching key visual featuring the primary headline. Then I created several more for different occasions and specific products.
The campaign was later rolled out as a full in-store activation, spanning front-of-store displays, MUs, shelf barkers and aisle takeovers. What began as early creative thinking became a cohesive retail campaign that delivered on its brief.
Photography
