Tesco Finest brand design – celebrating every detail to uplift the everyday.
Inspired by the brand’s promise Every Little Helps, we created a new design strategy and packaging, working flexibly across multiple categories, to ‘celebrate every detail’ and makes each product delicious and special. Details that help elevate everyday moments and make the premium democratic.
Tesco Finest, exclusively for everyone.
The Change
Tesco’s Finest range had become trapped in a constrictive system of premium codes, leading to a ‘sea of silver’ where product detail couldn’t shine. Yet the Finest ethos, to deliver excellent quality with exceptional taste, was as relevant as ever. Especially in the midst of a cost of living crisis.
The Opportunity
By celebrating the details that make the difference, our redesign helped create a premium, affordable food experience on pack that everyone could enjoy. From ingredients to origin, seasonality to the expertise of producers, these details reveal the magic of every product. They also helped us deliver on our newly-defined brand proposition: Making the everyday Finest.
Premium, but not elitist. Aspirational, but attainable, our design solution has helped the Finest brand offer design at a reasonable and responsible price, while giving every customer a slice of everyday luxury.
We’ve successfully delivered exclusively for everyone, across a range of close to 1000 products.
The Results
Finest is, clearly and joyfully, delivering on its mission to bring excellent quality, great-tasting food quality choices to everyone. In January 2023, Tesco CEO Ken Murphy reported whilst consumers were trading down and looking to save money in many ways, they were choosing Finest as a substitute for takeaways and restaurant meals. Finest sales rose 8.2%, and compared to the same period in the previous year, Tesco’s quality perception went up 143 points.
From special product varieties, expertly sourced.
To mouth-watering ingredients perfectly combined to create the most indulging treat-moment.
Our flexible approach heroes the products’ magic.
Elevating collaborations with renowned producers, allowing Finest to showcase its role as expert and eclectic curator.
