Tesco
By Coley Porter Bell, London, UK
For Tesco
Winner in category Design & Branding
In subcategory Packaging - Own Brand
Project Description
From ‘own label’ to ‘own brand’. Putting care back into the heart of the brand.
Tesco ‘own label’ had a quality issue. The problem wasn’t the food, which always performed well in blind taste tests, the issue was the brand. People thought Tesco ‘own label’ was mass produced, machine manufactured and inferior quality. On top of that, customers were complaining they couldn’t find things in store, because there was no system.
Tesco ‘own label’ had a quality issue. The problem wasn’t the food, which always performed well in blind taste tests, the issue was the brand. People thought Tesco ‘own label’ was mass produced, machine manufactured and inferior quality. On top of that, customers were complaining they couldn’t find things in store, because there was no system.
Agency Solution
We set out to solve both problems, by putting care at the heart of the brand systematically. We researched Tesco’s suppliers; farmers, growers, bakers, chefs and discovered they are all passionate about the food they supply. Many being family businesses with long associations with Tesco.
We then created a design system inspired by the care they take, creating a ‘care story’ for every product making it central to the pack. We developed a tone of voice to excite shoppers and delight their senses, imagery to evoke the food’s provenance and the human touch.
We created different colour palettes for each range, making them attractive and simple to find. We created a new style of photography celebrating the food, looking fresh and real. Delicious and easy to find.
We then created a design system inspired by the care they take, creating a ‘care story’ for every product making it central to the pack. We developed a tone of voice to excite shoppers and delight their senses, imagery to evoke the food’s provenance and the human touch.
We created different colour palettes for each range, making them attractive and simple to find. We created a new style of photography celebrating the food, looking fresh and real. Delicious and easy to find.