Fresh & Easy Launches a Fresh Iced Tea Range

Tesco’s US chain Fresh & Easy Neighborhood Market and the design consultancy P&W have introduced newly designed packaging for the fresh iced teas. The ready to drink range includes unsweetened tea, green tea, pomegranate white tea, sweet tea, tea with lemonade and a unique Moroccan-style mint tea.

The use of hand-crafted illustrations convey a home made feeling with the pitcher evoking sharing and summertime refreshment. A two tone color scheme and contemporary yet folksy illustrations are tailored for each tea giving each one a unique and distinct look.

Romance copy was written to convey the natural unprocessed home brewed attributes. ‘freshly brewed from tea bags the way you would at home’

According to P&W “Our design solution is bright and eye catching yet maintains a crafted and handmade feel. The nature of these products required a design that had shelf standout but looked natural and homemade at the same time. “

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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.