Future Brands is a brand-incubator-cum-business-launchpad operating from within Sainsbury’s. Its purpose is to find the best new names in food and drink – from craft beer brewers to small-batch sauce makers – and help them refine their offer, before introducing them to millions of weekly customers (in return for exclusive access).

To attract the very best – and make a splash in-store – the team wanted an identity all of their own. It had to reflect their entrepreneurial energy, while celebrating their place and pride in Sainsbury’s. We started with the masterbrand, then and extracted a dynamic new set of ownable assets. To use an appropriately foodie metaphor, it’s a classic, deconstructed.