To replace the non-food brand I created a new more focussed homeware offering — Sainsbury’s Home — that had its own distinct personality while being at home in a Sainsbury’s environment. The new brand was successful enough to be adapted for Argos’s own-brand homeware products after J Sainsbury PLC acquired the group.

The Home logotype is hand drawn on a 19 unit grid, and uses all uppercase letters apart from the e. The positioning of the Sainsbury’s logo subtly picks out the word ‘me’.

The geometry of the logotype allows the use of a repeat pattern that could become a distinctive familiar asset. This provides the ability to brand products even when the Sainsbury’s and Argos logos are not used, which was a decision made in order that the two groups could share packaging.