Williams,Murray,Ham.

The group who brought us the first supermarket basics range that

didn't make you feel a little sad. Instead WMH enthersised that yes

it was cheaper but in fact a savvy consumer choice. No stigma just

handwritten product puns. The design reflects exactly what it is, a 

lower cost and slightly inferior but perfectly serviceable range of

products. The limited use of colour and plain white background

shows less margin for extravagant printing while staying in line
with the Sainsbury's brand. The hand drawn type is friendly and
intentionally doesn't look overly considered.   

Application of concept across a wide range of products.

Refuse Sacks
'Thinner not rubbish'

The puns are what makes this range so much less hostile than other 

supermarkets own ranges. It's very human and makes the consumer

feel a little better about not being able to afford the product above 

the own brand, which has become more of a issue over the last three
to four years.