Core Label Rebrand

Tesco's ‘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.

Credits -
Client: Tesco
Agency: Coley Porter Bell
Creative Director: Sam Stone
Design Director: Matt Goodchild
Senior Designer: Grace Wong

My role -
Packaging Design & Packaging System,
Final Roll out - Various Categories