injini is the new name for Sainsbury’s Quality Testing Lab. Now strategically separate from the masterbrand to allow for business growth beyond the Sainsbury’s group, the creative concept is Everything considered. Visually this is demonstrated by an ever-present organisational quality in the design.

The proposed tagline, The Every Thing Lab, refers to injini’s ever-increasing testing capabilities, with a purposeful breaking of the word ‘everything’ to focus very literally on things.