UK retailer Sainsbury’s has unveiled a new packaging design for its core range of Christmas products, created in collaboration with creative agency, BrandMe.

For this year’s core range of Christmas products, BrandMe worked to refresh last year’s designs with a new concept inspired by the wonder, charm and drama of a theatrical Christmas stage.

The updated festive collection celebrates the classic treats and seasonal essentials that customers look forward to and return to each year, presenting them in packaging crafted to spark excitement and warmth as well as a sense of festive delight from the moment shoppers encounter them on shelf.

A shining gold star is at the heart of the new design system, which is set against layers of soft, atmospheric lighting and is surrounded by delicate hanging stars. Together, these elements evoke a sense of celebration that pushes beyond traditional Christmas tropes and build an uplifting, joyful mood.

Each pack is designed to feel both magical and familiar, blending nostalgic cues with bold confidence to deliver strong standout in the aisle.
The design language has built for versatility, allowing it to flex seamlessly across a wide range of categories, from ready-to-eat dishes and festive snacking favourites to treats for pets.

By putting product visibility at the forefront and creating a cohesive yet adaptable visual language, the new range ensures that these festive favourites shine brightly in every store and offer consumers an engaging experience throughout the season.