Off the shelf
Own LabelBy Jonny Trunk
Designed & published by Fuel, £16.95
Jonny Trunk is obsessed by the childhood memory of a cornflake box seen on family shopping trips: ‘It was white with orange circles on the front. The design was simple enough to be unforgettable … I had to see this packet again.’ Own Label (designed & published by Fuel, £16.95) is the result: a voyage into the archive of Sainsbury’s in-house studio, which designed that cereal box and hundreds of others for the supermarket chain’s own-brand products in the 1960s and 70s. There was a direct working relationship between studio head Peter Dixon and chairman John Sainsbury (‘Mr JD’), uncluttered by focus groups or brand guidelines. ‘If you have a big batch of red labels one side and … green on the other, then it’s best to design a white label, stark with interesting typography, which would stand out from the other brands,’ says Dixon.
Simon Esterson, Eye art director, London
First published in Eye no. 82 vol. 21 2012
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