Sainsbury’s at Jacksons

The brief

Brahm was approached by Jacksons Stores early in 2004. Jacksons was in independent convenience retailer with 115 stores in the North of England. They asked Brahm to create a new identity for them as their old brand was out of date. It had been mis-produced over the years due to a lack of guidelines, so every element of the company’s identity was inconsistent. Jacksons was then acquired by Sainsbury’s, and the team responded to create an identity that enveloped both brand requirements.

Our solution

Following a full brand audit, Brahm designed a completely fresh new identity for Jacksons, having a regular typeface re-drawn by the font designer, to create a warm, friendly logotype with strapline. The logotype features a character J, suggesting a shopper on the move rushing in to the store. The corporate colour selected was based on the client’s previous corporate colour but is a fresher, brighter and more inviting shade.

Brahm went on to roll out the identity throughout Jacksons’ corporate and retail environments, including signage and point of sale. We devised a bright colour palette for the identified ‘shopping missions’ within store, and developed this further into boldly coloured window graphic designs with simple, impactful imagery. Brahm commissioned and art directed the photography.

Just as all the design work was signed off, the company was acquired by Sainsbury’s. This meant revisiting the whole process, cross referencing Jacksons brand values with Sainsbury’s, retaining some elements of the branding and carrying out further development on others to create a brand that was true to Sainsbury’s without alienating Jacksons’ existing customers.

Brahm worked with Jacksons’ signage companies in the creation of the signage, developing samples throughout production to ensure quality of materials and reproduction.

The outcome

The final result is a bright, clean, fresh retail brand that stands out in the convenience sector. The first two test stores open on 2nd and 10th December, in Hull, and are trading well. The test stores are currently being reviewed prior to roll-out across the group.

Mike Igoe of Sainsbury’s at Jacksons, said “Brahm has understood our brand perfectly and developed a way forward that gives Jacksons a more contemporary feel and a strong customer promise, whilst staying true to our core values.”

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com