By Sainsbury's

Rebranding the Meal Deal.

The Sainsbury's meal deal is a way to make food simple. A main, a snack, and a drink for one fixed price — helping millions of people save money while still fueling themselves through the day.

For this rebrand I designed my own typeface, taking the Mary Ann typeface Sainsbury's currently uses and developing it further into something more playful and enticing. With competitors like Tesco and Asda offering near-identical deals, a stronger, more distinctive piece of typography is one of the simplest ways for Sainsbury's to stand out on the shelf and on the street.

The signature orange stays as the through-line, paired with sharp grid layouts and bold gradient panels — borrowing the energy of an album cover or a poster campaign rather than a price label.

The idea wasn't to overhaul Sainsbury's. It was to take a piece of their everyday and treat it with the care a flagship campaign would get. A small ritual, given a little more shine.