Alongside the launch of their newest book Own Label, a look at Sainsbury’s own brand packaging between 1962 and 1977, the folks at Fuel Design & Publishing have created a short promotional video about the book that they’ve kindly shared with Grafik. The video emulates the colorful graphical simplicity seen in the original packaging, and gives a short, sweet overview of what to expect in the book…

The book itself is a image-led index of products designed under the Sainsbury’s own label brand back in the day, with an introduction by Jonny Trunk and essay by Emily King. Images include both scans of flat-packed packaging and photographs of the products in situ taken at their time of release. The book is helpfully sorted into rough chapters, by type of product from tea to cleaning products and as Emily King writes in the introduction ‘British people of a certain age are likely to experience great waves of nostalgia as they look through this book’.

The distinctive appeal of the Sainsbury’s own brand packaging came about in 1962 with the introduction of Peter Dixon to their in-house design studio. He sought to move away from what had gone before, stripping down the imagery and allowing a new creativity into the brand that had never been seen before. The simple, revolutionary style of the printed packaging helped to make Sainsbury’s the first ‘super’ market and the brand it is today.

You can pre-order the book on from Fuel directly, or from Amazon here.