Tesco Redesigns Dairy Products

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.



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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.