Supermarket debuts New Designers/UKG card collaboration in 200 stores
Young graduate artists are being launched on to the major greeting card stage thanks to a collaboration between Sainsbury’s, Habitat, New Designers and UK Greetings.
The partnership has led to a brand-new shipper of fresh card designs under the Hey There! banner appearing in 200 Sainsbury’s stores up and down the country – all spawned from Habitat’s sponsorship at the New Designers summer event, which showcased up and coming creative talent.
“As Sainsbury’s continue to curate market leading greeting card displays,” the supermarket’s head of buying and design Abi Wilson told PG Buzz, “we have worked in partnership with eight of the award-winning new designers, who have created trend-led greeting cards housed within a Habitat x New Designers co-branded shipper.
“The prominent in-store location is a fantastic disruptor to the customer shopping mission, aimed to promote browsing, shopper loyalty as well as drive incremental, impulse purchases.”
Working with its card publisher UK Greetings, all the general birthday, open and blank sends were produced at its Dewsbury factory, making all designs 100% sustainable and recyclable, with the rear of the cards featuring the co-branded logo and each artist’s story.
Each designer has created a collection of four cards in their own unique styling, with inspiration drawn from numerous design practices and specialisms, aimed at connecting people together in thoughtful ways.
Beth Daborn, who runs Beth Daborn Designs, proudly posted on Instagram: “Coming to a Sainsbury’s near you! So super excited that the cards I’ve worked on for a collaboration with Habitat and New Designers are in selected Sainsbury’s stores. It’s so surreal seeing my products in store. Thank you so much for the opportunity UK Greetings.”
And fellow graduate Harry Brian, of Harry Brian Studio, also posted: “In celebration of my first in-store product launch I can finally share something exciting I have been working on – my greeting cards are now available in a Sainsbury’s near you.
“In collaboration with Habitat X New Designers, a collection of four of my greeting card designs aim to aid in the conversation of men’s mental health, an extension of my graduate collection.
“It’s so surreal to see the motives of gifting mental health greetings cards to your friends, family, colleagues, etc, come to life – check in on someone today and let them know you’re thinking about them and their mental well-being! Agggh, so exciting!”
Abi added that Sainsbury’s had loved working with the new young designers “and wish them every success in their launch into the greeting card industry”.
