Image of Sainsbury's mugs featuring archive images

Includes Sainsbury's former "Sains-berries" trade mark design and Balham engraving design. The image appeared in 'JS Journal' July 1977 page 6. 'JS Journal' states "The past has a great future if these handsome mugs (pictured above) are anything to go by. The designs are from the JS archives, silkscreened on to an ironstone base in sepia—reminiscent of the colour of old photographs. They will be on sale at all hardware branches by the end of August, priced at 34p each. Things that were new when great grandmother was a girl, suitably revived with 'seventies flair and imagination, are currently enjoying a popularity that could almost be called a 'craze'. 'With over one hundred years of history and good design to draw on, JS is like an Aladdin's cave for this sort of revival' says JS hardware buyer David Queen. 'It is only now, since the company has greatly increased the scope of its hardware department, that we have been able to think of doing something like this. 'Mugs were chosen as a good place to start as they have already proved to be one of our best selling hardware lines. Six designs from the JS archives were put forward. Two were singled out as suitable for reproduction on mugs—an old JS trademark and a drawing of a Sainsbury's store in the late 1800's. The mugs are being specially made for JS and at 34p each customers should find the price as attractive as the mugs themselves. "They are a lot cheaper than other similar mugs on the market' says David 'and the silkscreen decoration is among the best I've seen—the amount of detail in the picture of the shop is fantastic'. The mug on the left bears an old punning trademark of half the family name and a spray of berries, designed by Laurence Evamy, private secretary to the founder 1886-1928. The one on the right has a drawing of JS's ninth shop, which opened at Balham High Road in 1888.