Tesco’s brand identity refresh, own label packaging and brand equity marketing communications strategy for their retail stores produced by our design and branding agency in London.

In 1995, at the time of their last brand revision, Tesco wanted to be seen as a confident brand and challenger to Sainsbury’s and the new logo reflected a shift to a modern, sharper, ‘cleaner’ Tesco. The logo served Tesco well as the brand had grown and diversified, and was implemented rigorously across all media throughout the business.

Many years later, Tesco PLC decided they wanted a brand identity update that had a less corporate feel and be seen as less strident with their customers.

We help business leaders develop a concise set of bold and innovative initiatives when building brand architecture.
By creating an updated corporate graphic identity which is able to reflect and embrace the philosophy, values and purpose articulated in the brand expressions.

"The revision to the Tesco brand identity needs to jump slightly ahead of where we are now and ‘tug us along’: reflecting a brand which is relevant, contemporary and customer focused but which also embraces its role and responsibilities in society, and is keen to be more open about its values and beliefs".

"The development logo should have the effect of softening/ humanising/warming up the brand".

The aim is to challenge the status quo and make the brand vision a reality.
Working closely with a special team put together by the CEO of Tesco for the project, our creative team developed a first draft of the proposed brand expression. The proposals were developed by using input from key Tesco stakeholders and latest customer feedback concerning the brand. The input and feedback were invaluable as it helped us to develop our understanding of "what delivers positive expressions for customers" and "what detracts from the mission of the brand".