Tesco Launches Pro Formula

Tesco Pro frontBritish retailer Tesco has introduced a rethink of its Private Brand in the beauty category. British design agency Parker Williams created the identity and packaging design for the new Pro Formula brand at Tesco.

Print“The brand was created in response to customer research that recognized the need to unify the eclectic mix of ranges across the male and female beauty category” says Tamara Williams, Parker Williams’ Creative Planner “We wanted to create a strong, single-minded brand identity that was credible, providing tangible benefits to Tesco customers that were clear and simple”

The distinctive Pro Formula logo was hand drawn using bold clean lines to compliment the detailed layering of communication that reflects the overall scientific positioning of the brand. Individually crafted graphic icons help to visually express the main product benefit and demonstrate the care and attention that Tesco has gone into getting this range right for its customers.

Colors are tailored to each sector with base neutrals and bright accents to highlight important information. A variety of pearlized finishes and varnishes, add to the quality look and feel.

The visual approach created for the brand by Parker Williams has been extended across pos, signage and other marketing communications. Interestingly the new brand moves the Tesco mark on package to the lower third of the pack and includes it in the phrase “Scientifically designed for Tesco.”


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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.