Present&Correct has noticed that the Sainsbury’s own brand packaging archive is now available online.
I did snap up a copy of Jonny Trunk’s Own Label book when it came out. It features a wealth of Sainsbury’s own brand packaging from the 1960s and 1970s. The period marks a shift towards a more experimental, modernist approach to packaging design, “completely different from what had gone before,” according to Jonny Trunk’s foreword.
I find this sort of thing fascinating, because it’s almost telling a social history by stealth. It’s an insight into everyday life in mid-century Britain. When you turn the page and see packaging for broken eggs, you’re not just seeing a history of graphic design.
It’s one of the reasons why I also really enjoy visiting the Museum of Brands.