Trouble Focussing - Mobile by Sainsbury's

Trouble Focussing – Mobile by Sainsbury’s


The endless reach of supermarkets out of groceries towards other consumer goods continues with this foray by Sainsbury’s into the world of mobile phone resellers. Sainsbury is a  mobile virtual network operator (MVNO) carried by Vodaphone. Tesco has been operating its own MVNO for some time and thanks to some heavy advertising holds the budget corner of the market well.

Clearly Saino’s would like a piece of that cash and have a cheapish pay and go system linked to the stores loyalty Nectar cards. A quick look at the offering suggests anyone with a smartphone would be looking at a sim deal of about £15 a month to get enough data.

But I digress, this is about the logo, which as it’s a sub brand has to follow some rules, so in are orange (I wonder if EE’s Orange network will have thoughts on this?) as well as the Sainsbury’s logo.

This is all accompanied by a blurred sphere with a bit of pink and a dash of blue on the fringes and the “b” of mobile with a nick taken out to make it look futuristic and technical.

This sphere looks much better to me as a supporting image than as the logo, see the welcome pack below. Sure without it the logo would just be text but that’s all the Sainsbury’s logo is so I can’t see that being an issue, it looks good with “mobile” in orange on the sim card. As it is the brand looks much less sophisticated than the big guys or even budget rival Giff Gaff but I do think it’ll sit well within their stores, which is where I imagine most folks will be closely exposed to the brand.

The newly created visual identity stayed true to the Sainsbury’s heritage of quality while conveying a sense of technological expertise and excitement, making it relevant within the mobile and digital space. We chose a bright color palette that represented their upbeat and generous nature, complete with a distinctive graphic flare. This design detail not only reflected the simple and practical approach to mobile, but also represented a sense of ‘closeness’ in a sector that customers often find daunting.


Via Lippincott »