Fresh & Easy Launches Redesigned Organics


Tesco’s US grocery chain Fresh & Easy Neighborhood Market has launched a re-design of its organic Private Brand packaging. The new branding solution was created by the international design consultancy P&W have and was implemented on their Private Brand packaging, advertising and point of sale materials.

The brief for the redesign was to increase the visibility of Organic on pack, so customers could navigate the line better in store. More focus was placed on the word organic and the current established green was used as an overall color for the packs. When photography is used on pack the dark green background with wood surface reinforces a natural look and feel. Color-coding is delivered with a colored band to hold the title and colored props such as napkins within the photography.

Current organic products were redesigned and new items were added to the range.

“We wanted to create an ownable solution so incorporating part of the F&E logo ‘the clapple’ into the organic branding was our solution. F&E Organic logo became the main focus on pack, instead of just an endorsement or sign off. We hope the range comes across with a modern contemporary look with all the premium cues that Organic products deserve. “


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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.