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Tesco Core Label Rebrand

Tesco ‘own label’ had a quality issue, it wasn’t the food that was the problem, it was the brand. This was an ambitious task to turn it around. A big exercise in revamping and relaunch of it’s Core range tier (9,000 SKU’s).

One of the routes shortlisted that I delivered was inspired by ‘Freshness’ as this is how consumers judge food quality, we used vibrant and ‘of the moment’ imagery to capture the passion behind the product and it’s provenance; paired with a simple design and colour system making the packs attractive and easy to find in-store.

All work created at Coley Porter Bell.

My role:
Concept
Brand positioning & identity 
Pack design system & guides
Individual packaging designs
Several category roll outs