OWN LABEL/ SAINSBURYS DESIGN STUDIO/ 1962

In 1962, when Peter Dixon joined the Sainsbury's Design Studio, a remarkable revolution in packaging design began. The supermarket w as developing its distinctive range of Own Label products, and Dixon's designs for the line were revolutionary: simple, stripped dow n, creative, and completely different from what had gone before. Their striking modernity pushed the boundaries, reflecting a period full of optimism. They also helped build Sainsbury's into a brand giant, the first real `Super' market of the time.