Sainsbury's: SO Organic

SO Organic, Sainsbury’s private-label organic range, reversed a declining market position by adopting a more welcoming look and promoting its health and environmental benefits.

Executive Summary

This project concerns the strategic repositioning and redesign of SO Organic, Sainsbury's private label range of organic products which stretches across 230 skus and across all food and drinks categories. Prior to the redesign, SO Organic...