Film director Guy Ritchie and fashion designer Paul Smith were the inspiration behind Blue Marlin's overhaul of the packs for Sainsbury's classic British range.

The new packs have been designed by the London-based agency to appeal to the range's core older customer base, but also attract a younger audience.

Blue Marlin has shot new pictures of the food on white porcelain and set the images against a backdrop featuring an understated Union Jack and the text 'British Classic' in a chunky serif typeface.

"Imagine a cross between Guy Ritchie and Paul Smith – they are both quintessentially English with a contemporary twist," said Blue Marlin executive creative director Martin Grimer.

"We've taken these sorts of expressions of Britishness and applied them in a foodie way."

Sainsbury's has also been able to reduce the amount of packaging for the range by 25% following the redesign.