"If you look at a bottle of Sainsbury's wine, the way it's packaged is actually very clever," says Simon Wright from Greenwich Design, an agency which has worked on supermarket own-label designs. "Rather than have the name of the supermarket all over it, you have to look pretty far down the label before you get to a line saying it's made from grapes 'selected for Sainsbury's'."
http://www.theguardian.com/lifeandstyle/wordofmouth/2013/feb/04/rise-of-the-own-brand
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