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The Sainsbury brief was to create a low cost yet stylish sinkside range that had a strong family image to encourage the purchaser of buy more than one item. The challenge of the project was to maintain the size and function of the products to compete with other supermarkets’ own brands, but to design them at a more competitive price point. We created a range we called ‘Linea’ that optimised weight, nesting and palletisation to achieve it.