Sainsbury's Corn Flakes packaging
It was considered important to convey the 'unobtrusive good value' of the Sainsbury brand. Dixon created restrained graphics which often made use of stylised, geometric illustrations. There were few restrictions imposed on the design team. The one thing Dixon does remember is that "the company logo had to be prominent and later on we had to set it in Venus Bold Extended". Aside from this he had “three colours of your choice to play with and as many typefaces as you wanted to use”, however despite the freedom of choice, the designs of Sainsbury’s Own Label packaging tended to be simple and uncomplicated. Design magazine described them as 'austere and even Bauhaus'. At the time Dixon said "I wasn't even aware of the Bauhaus until it was used in the article, then I pursued it, found out who they were and what they were producing. I took it as a compliment."
The company director at the time, John Davan Sainsbury personally approved every design, in a weekly Monday morning meeting. Eventually the design standard was rolled out company wide and included building design, shop front lettering, store layout and advertising