British grocer Tesco recently commissioned the redesign of its Private Brand line of fresh cream that included over 30 sku’s. The new design created by the London based international package design and branding consultancy R-Design evolves the focus of the design from a difficult to shop, purely functional focus, based on serving suggestions to a design, which seeks to authentically engage.
The idea behind the new design was to create a quality seal that takes cues from old-fashioned dairy cream containers. Bold typography is used to highlight the cream type; strong color-coding of the seal that follows category language supports this. This strong simple idea was able to adapt across the various package sizes and lids. The design also worked well when applied across brand extensions such as Soured Cream and Crème Fraiche. The new design achieves a consistent look across the line, a strong shelf presence and succeeds in making the set easier to shop.