TESCO Redesigns HBC Essentials

Tesco Essentials – AFTER

The English design consultancy P&W has redesigned the packaging for Tesco’s health and beauty Essentials Private Brand line. The line includes items such as shampoo, bath salts and body wash each with a entry price point that needed to convey added value and quality. The design solution had to be unisex in some areas and have the potential to extend beyond heath and beauty.

Bold use of typography and benefit tone of voice with simple graphics make for a strong identifiable brand. The result is a distinctive solution that has plenty of brand stretch for future categories.

Working within commercial restrictions the packaging shapes were challenged where possible and specified finishes for componentry, for example color coded actuators or detailing grips on the shower gel. Clear bottles and crystal clear labels also help elevate the whole tier for more added value.

Men’s has a technical linear feel and strong masculine blue which unites the range with vibrant accent colors for easy decoding. For women soft ribbons give a reassuring caring feel, a feminine palette with silver keylines and icons subtly link the overall range.

“The design treatment required for this range needed to be bold and identifiable yet remain flexible as it spans many products in different categories.  The design conveys each product’s function with a simple yet stylish execution. We turned a disparate range into an elegant solution and we maintained the design integrity and consistency all the way through to the production stage.”

Tesco Essentials – BEFORE

Tesco Essentials-AFTER

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.