Sainsbury's Manchester


Over the past couple of years the digital experience team here at Sainsbury’s have been developing our design system Luna, and have been rolling it out across our digital products. It’s now in use across the majority of our customer and colleague digital experiences, including grocery e-commerce, apps, food to order, self scan in-store, self service store tills and our stock checker.

All digital products use the brand’s distinctive orange colour and Mary Ann typeface to create simple, modern designs, with components and tiles in white on pale grey. The design patterns and standards help make sure customers’ experiences are accessible to AA standard, specifically around type size, legibility, colour contrast – and consistently sized components provide touch friendliness.

The system is built in code to increase the efficiency of building our digital products, and allowing updates to be cascaded across multiple products as the system evolves. We also use the same design system across the Sainsbury’s Group. For Tu clothing, Texta typeface and petrol grey replace Sainsbury’s Mary Ann typeface and orange colour.

It’s been a team effort – here’s who’s been involved from a design perspective:
Head of Digital Experience – Charlotte Briscall
Design Leads – Richard Lewis, Martin White, Tom Lancaster
Design System Lead – Beverley Sullivan
Design Ops Lead – Kim Marchant
Designers – Deepti Bhudia, Ben Brewer, Cris Chacon, David Chan, Simon Collingwood, Lee O’Connell, Iain Heath, Peter Holmes, Robert Higgs, Dan Marley, Jo Milne, Tom Palmer, Chris Roberts, Jas Shoker, Tom Springall, Mark Taylor, Alex Woolley-Allen
Accessibility Consultant: Katherine Moonan
Design Ops, Marie Mitchell, Monica Chauhan, Freya Finnerty


Who pooled - Sainsbury’s digital experience