Tesco Takes No Bull With Spanish Orange Juice!

British mega-retailer Tesco has released a new design for its Tesco Private brand Spanish Orange Juice range, the playful, though-provoking packaging by the design consultancy P&W was implemented across 2 varieties.

The design reflects the origin of the oranges whilst keeping it light hearted and distinctive from the array of other orange juices in the fixture – I love the idea of the Matador it breaks the cliched stereotypes of the category while maintaining relevance to the origin of the product. The photographic orange as bull within the illustrations reinforces the sense of fun and along with the color coding allows the shopper to easily differentiate the varieties.

According to P&W: “We think the highly creative solution is eye catching and distinctive, the design wraps around the pack truly bringing the character to life “



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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.