Blue Marlin designs Classics ready-meal packaging

Blue Marlin has created new packaging for Sainsbury's Classics range of British dishes that are set to roll out in December 2009.

The company said the design gives the meals a modern, upbeat look without watering down the traditional elements that are known to be important to brand loyalists.

Classics has a loyal older customer base, which Sainsbury's is intent on keeping, while broadening the range's appeal to younger audiences.

The new livery features product on white porcelain with an understated Union Jack background, with the packaging using a chunky slab serif typeface that adds an element of modernity.

The new look also reduces the amount of packaging by up to 25 per cent.

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