Since its formation in 2004, Sainsbury’s clothing brand Tu has grown at a minimum of 10% year-on-year to become the tenth largest clothing retailer in the UK. Having designed and art-directed Tu’s packaging from its inception, Sainsbury’s were keen to harness our knowledge and communicate this to all in-house colleagues to ensure that the brand’s identity remained strong. We created a set of brand and packaging guidelines which responded to the demands of high-street fashion, featuring sections which could be updated, and swapped in and out at will.
