Although Sainsbury's is an incredibly established brand throughout the UK, it lacked digital guidelines, and their current system only supported print.
As a result, working amongst a small team of designers and creative director we transformed the existing guidelines into a new digital format, including grid systems, colour palette, typefaces and iconography.
Following the completion of digital guidelines, I then started work on flexible mobile grid system which could be used for multiple platforms including iOS, Android and Windows Phones.
I finalised the grid system along with a baseline grid, and focused my efforts on defining iconography for the app as Sainsbury's current iconography was fragmented, and inconsistent.
Sainsbury's uses a custom typeface called Mary Ann (John Sainsbury's Wife) throughout the entirety of the brand, and after testing this typeface and its legibility it was decided that it would work for mobile devices too.
The colour palette was already defined in the guidelines, but after transforming this to digital we actually increased the saturation slightly of all the colours, as we wanted all digital products to appear fresh, confident and fearless.