How we helped the nation fall in love with own label again
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 - 5 Different flavours of own brand chocolate placed on a black textured background](https://www.coleyporterbell.com/wp-content/uploads/2021/10/002_Tesco_Core_Chocolate_Range_2880x1620px-1320x743.jpeg)
![Tesco - A collection of fruit bars placed on a green, forest like background](https://www.coleyporterbell.com/wp-content/uploads/2021/10/Tesco_Kids_Fruit_Bars_2880x1620px-873x491.jpeg)
![Tesco - a still packaged pork pie placed on a red background](https://www.coleyporterbell.com/wp-content/uploads/2021/10/Tesco_Melt-Mob_Pork-Pie-427x491.jpg)
![Tesco - a small punnet of strawberries placed on a red background](https://www.coleyporterbell.com/wp-content/uploads/2021/10/784202506_Tesco_Showreel_Page_17-427x491.jpg)
![Tesco - an assortment of different Greek yoghurts placed in front of a blue background](https://www.coleyporterbell.com/wp-content/uploads/2021/10/CPB_Tesco_Yogurt_Range-873x491.jpg)
![Tesco finest products spread on a table](https://www.coleyporterbell.com/wp-content/uploads/2021/10/CPB_Tesco_After_Range-1-1320x743.jpg)