Tesco Redesigns Private Brand Seafood

English retailer Tesco has introduced a redesign of their entire Private Brand of mid-tier and premium fresh fish that covered over 50 sku’s. The new designs were created by the UK based design firm R Design.

The underlying concept was to emulate the buzz and atmosphere of a bustling fish market. The packaging was designed to reflect the hand crafted feel of a chalkboard. All the typography was hand drawn and paired with illustrations that highlight the fish type. On the premium products the illustrations change from the fish to that of the flavor or ingredient that comes with the product. e.g. King Prawns with Chili & Coriander.

Bright colors are used throughout both lines to differentiate between the fish type and create hierarchy within the product titles and descriptions. The design was able to adapt across numerous packaging formats achieving a consistent look across the brand as well as a strong shelf presence.


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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.