Audio recording and transcript of Steven Gravelle (Sainsbury's Corporate Design Manager) interview

Audio recording and transcript of interview of Steven Gravelle. Interviewed by Bridget Williams (Sainsbury's Archives). In the interview he discusses Sainsbury's brand, marketing, the launch of Novon, stores, products and packaging. This interview was probably carried out as part of the research for 'The Best Butter in the World: A History of Sainsbury's'.

Topics include:
1990s: Sainsbury's image. Marketing own brand. Development of marketing of Novon. Development of packaging and graphics for Novon. Advertising. Success of Novon. Developments in store design and service departments. Changing graphics and POS [Point of Sale advertising]. New mini-stores. Kingston, Croydon, Chelmsford. Croydon mini stores. Service departments. Updating service departments. Layout of new mini-stores. Lifestyle products examples "J" cosmetics. Nature's compliments. Design of physical packaging. Packaging of Indian ready-meals. Packaging of Nature Compliments and baby oil.