Brand Strategy and Packaging
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Bringing back the love for Tesco

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Verbal Identity

Packaging Design

Brand strategy and packaging for Tesco – how we helped the nation fall in love with own label again.

With pressure from discounters, changing consumer perceptions of value, and an incoherent design system, Tesco needed help to revive its own brand sales. We embarked on the largest retail packaging rebrand ever done in the UK, telling the stories behind the food, and bringing consistency and clear navigation to over 9000 SKUs.

"A selection of Tesco chocolate bars, including Refreshing Mint, Zesty Orange, Silky Smooth Milk, Classic Dark, and Intensely Dark, displayed on a dark background."
"Tesco fruit bars in flavors like Strawberry & Banana, Apple & Sultana, and Mango & Banana, with colorful packaging on a green background."
"Tesco Large Melton Mowbray Pork Pie wrapped in Union Jack paper on a red background."
"Packaged Tesco British Strawberries with three fresh strawberries placed beside it on a vibrant red background."
"Three tubs of Tesco Greek Style Yogurt, including a honey variant, with decorative patterns on a blue background."
"Fresh fish displayed on ice at a market, with a person holding a whole fish."
"Person harvesting ripe tomatoes in a lush greenhouse filled with tomato plants."
"Person wearing an apron tending to leafy greens in a sunlit garden."
"Bakers shaping dough into loaves on a long table in a bakery setting."
"A box of Tesco Original Tea with two cups of brewed tea on a wooden surface."
"Four boxes of Tesco tea infusions: Lemon & Ginger, Red Berries, Camomile, and Peppermint, on a bright yellow background with green leaves."
"Tesco seafood products featuring prawn cocktail, smoked salmon slices, and Scottish mussels, with scenic backgrounds."
"A variety of Tesco organic products, including eggs, pork sausages, smoked salmon, diced beef, and spaghetti, on a rustic wooden surface."
"Packages of Tesco cheeses: Feta from Greece, Parmigiano Reggiano from Italy, and Mature Cheddar from Britain, set against a dark surface."
"An assortment of Tesco food products including tortilla chips, cheddar cheese, porridge oats, balsamic vinegar, and beef lasagne, arranged on a wooden surface."

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