Tesco Retail UK
Branding
Creating a brand identity, effective marketing and branding strategies. POS communications and own-label packaging design for a multi-format global food retailer.
![Rebranding Tesco express brand identity Rebranding Tesco express brand identity](/images/uploads/projects/branding/tesco-food-retail-brand/1.jpg)
![Rebranding Tesco metro brand identity Rebranding Tesco metro brand identity](/images/uploads/projects/branding/tesco-food-retail-brand/2.jpg)
Tesco's brand identity refresh, own label packaging and brand equity marketing communications.
The Tesco marketing executive wanted the logo to be contemporary, to have the effect of softening, humanising and warming up the brand and to demonstrate
how it could be carried across all communications
above-the-line and below-the-line.
![Rebranding Tesco extra brand identity Rebranding Tesco extra brand identity](/images/uploads/projects/branding/tesco-food-retail-brand/4.jpg)
Celebrating the Year of the Tiger
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 rigorously implemented across all media throughout the business.
We had worked with Tesco for several years on retail design projects in the UK and Eastern Europe. In recent times, Tesco approached us to work on two work streams:
Updating the core brand identity based on an articulation of brand expressions.
A new store design ‘look and feel’ which would bring the brand expressions to life in the stores, soften the overall look and make the experience more coherent and seamless, and finding ways to ‘design in’ community and environmental initiatives, and stressing added value service.
![Rebranding Tesco express communications and brand identity Rebranding Tesco express communications and brand identity](/images/uploads/projects/branding/tesco-food-retail-brand/5.jpg)
![Rebranding Tesco extra brand identity on hypermarkets Rebranding Tesco extra brand identity on hypermarkets](/images/uploads/projects/branding/tesco-food-retail-brand/6.jpg)
![Rebranding Tesco express brand identity on convenience stores Rebranding Tesco express brand identity on convenience stores](/images/uploads/projects/branding/tesco-food-retail-brand/7.jpg)
![Tesco supermarket entrance branding Tesco supermarket entrance branding](/images/uploads/projects/branding/tesco-food-retail-brand/8.jpg)
![Tesco hypermarket escalator entrance branding Tesco hypermarket escalator entrance branding](/images/uploads/projects/branding/tesco-food-retail-brand/9.jpg)
![Rebranding Tesco brand identity on shopping bags Rebranding Tesco brand identity on shopping bags](/images/uploads/projects/branding/tesco-food-retail-brand/10.jpg)
![Rebranding Tesco brand identity on food packaging Rebranding Tesco brand identity on food packaging](/images/uploads/projects/branding/tesco-food-retail-brand/11.jpg)
![Rebranding Tesco brand identity creative design proposals Rebranding Tesco brand identity creative design proposals](/images/uploads/projects/branding/tesco-food-retail-brand/12.jpg)
![Rebranding Tesco brand identity and sub brands Rebranding Tesco brand identity and sub brands](/images/uploads/projects/branding/tesco-food-retail-brand/13.jpg)