Mar 16, 2011


Sainbury’s Private Label wines look resplendent in their matt black and gold labels, elegant typography, and a small but perfectly formed button to provide varietal coding. But the real story here is summed up in a single word: House. This transforms a good design into the special selection of an unseen sommelier.

“I bought the Sainsbury’s House wine” has a far better ring to it than “I got the own label, hope you don’t mind…”