Fresh & Easy Wins DBA Design Effectiveness Award – Part 4

This is the fourth in a series of posts on this year’s DBA Design Effectiveness Awards; the awards recognize the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.

BRONZE DBA Design Effectiveness Award
Fresh & Easy
AGENCY: P&W Design
CLIENT: Fresh & Easy Neighborhood Market

Tesco’s expansion into the US grocery market was never going to be easy. The retailer knew it couldn’t simply import a successful UK format and expect results. An entirely new brand was needed.

P&W Design, working alongside US advertising agency Deutsch LA, were briefed to create a new brand that would achieve the necessary cut-through. The result was Fresh & Easy. But rather than a monolithic identity, P&W set about developing a ‘visual glue’ to give the range coherence and flexibility. The visual glue was based on three principles – clarity, food values and authenticity – that were used to guide packaging design.

With little advertising support initially to establish the new chain to its potential customers, the packaging played a key role in communicating the brand personality and values to shoppers.

The results were customer loyalty and recommendation scores higher than ever seen before by an independent research firm and growing sales during an economic gloom. The research showed that this was driven by the quality of the shopping experience, ease of navigation and packaging appeal.

“We are very proud to be working with Fresh & Easy and they’ve kept us busy, we’ve designed 1000+ products since 2006!! Our work has been all about helping US consumers to choose top-quality products-Fresh & Easy brand. To design product ranges that not only communicate the brand values but also stand out at the fixture is testament to our talented design team.”

View all of the winners.



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Christopher Durham
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.