Sainsbury’s needed to unify their digital design approach to create a consistent brand experience for customers across multiple touchpoints. The business identified that a Digital Experience Framework was required. To achieve this a fresh, consolidated visual direction and a structured design system would need to be developed to support all future work.
The Luna Design System was created to form the foundation of the Sainsbury's design programme that continues today.
This project is split into two case studies:
LUNA Design System – The project page you’re currently viewing.
Sainsbury’s visual language – The preparatory work that incorporated the discovery phase, design process, and visual design exploration. This can be viewed as a separate project presentation.
In order to be communicated and used in practise, the design system needed to be documented. The Sainsbury’s design teams and partners should have access to the design principles and guidelines in order to create digital products.
Our team created a bedrock of guidelines that could grow and expand as the visual language evolved.
The Sainsbury’s digital design landscape was extremely fragmented – inconsistencies between online products and services undermined the trusted grocery brand.
AllofUs was brought into the Sainsbury’s Digital Experience (DX) team as a consultancy to help with their ambition to create a Digital Experience Framework. As a relatively new department, they had strong UX, research, and copy teams but needed an agency partner to provide creative leadership and visual design direction. Creating consistency across touchpoints would improve customer experience and strengthen brand identity.
During our partnership, we were to develop and cultivate a richer understanding of the visual design process within the Sainsbury’s team.
The project was divided into three distinct stages:
The first two phases set out to establish a visual language. The Discovery phase involved analysis, exploration, setting design principles, and art direction. During the Concept phase, we applied this in detail to real products across different channels – essentially bringing the design to life. The Sainsbury's Visual Language development can be viewed as a separate case study.
The Guidelines phase was the final phase of my involvement.