As part of Sainsbury’s corporate strategy to offer their customers great food at fair prices it was vital that Sainsbury's participates with credibility in the Organic sector. To signal their commitment, Sainsbury’s wanted to completely overhaul their existing range and to put in place an active New Product Development programme to build their total organic range to 450 lines, with a view to setting a totally new design standard. Wanting to establish themselves in a very competitive and growing market, the challenge was not only to deliver a compelling design solution, but also to ensure it was in place within three months from design to implementation. The design challenge was to give the range a very particular Sainsbury’s spin in order to become a credible and lead player in organic retail food. The solution actively works on transparency, exposing how each of the products is reared/grown for Sainsbury's. Going back to grass roots practically, each pack shows a sapling or branch from roots to tips. To give more credibility, the range moves from 'Organics' to 'Sainsbury's So Organics' giving brand definition and ownership over competitors. Each image is shot on a natural and earthy green background supported by short written anecdotes, which deliver a unique story behind each product and its dedicated farmers.