Packaging Design, Brand Strategy and Packaging Design for Tesco | Coley Porter Bell

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With pressure from discounters, changing consumer perceptions of value, and an incoherent design system, Tesco needed help to revive its own brand sales. We embarked on the largest retail packaging rebrand ever done in the UK, telling the stories behind the food, and bringing consistency and clear navigation to over 9000 SKUs.

Tesco - A collection of fruit bars placed on a green, forest like background

Tesco - a still packaged pork pie placed on a red background

Tesco - a small punnet of strawberries placed on a red background

Tesco - an assortment of different Greek yoghurts placed in front of a blue background

Someone displaying fresh fish

A bearded man picking some tomatoes

A lady doing some gardening - looking at some plants proudly.

2 employees about to bake some bread

Tesco - box of tea bags placed next to 2 mugs of tea with differing milk content

Tesco - an assortment of different tea placed on a yellow background

Tesco finest seafood spread out on a mountainous background

Tesco finest - organic products spread out on wood

Tesco finest assortment of cheese spread out on a black wood background

Tesco finest products spread on a table

Tesco Finest

Giving customers a reason to trade up

Plant Kitchen

How we made the M&S vegan range irresistibly unmissable