Issue No. 31

Issue No. 31


Peter J. Dixon

In 1963 Peter Dixon became the head of the in-house design team at British supermarket brand Sainsbury. He and his team were responsible for designing Sainsbury's 'Own Label' packaging. The simple, geometric style was revolutionary then and helped Sainsbury grow into a massive brand. The new design direction was such a success that it was eventually used across the entire company for building design, shop lettering, store layout, advertising, and packaging design.

Sainsbury keeps an extraordinary online archive that includes a massive collection of scans of packaging.

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