Playful Kids Private Brand From Tesco

Tesco Kids Bathing RangeUK retailer Tesco has introduced consolidated and rejuvenated Private Brand line of kids’ bath time products. London based design agency R Design tackled the disparate and dated range.

“We created a storyline and developed a design system that tells that story across the whole range of products” says Creative Director Dave Richmond.

Gathering at the water hole is the theme, with different animal characters for each product coming to the central pool in the design – which acts as a holding device for branding and copy.

“We wanted to create something more engaging for kids as well as more credible for mums, hence a strong consistent design theme that provides so much more than merely information and shelf standout” adds Richmond.

A loose hand drawn typeface and illustrative style mirrors contemporary characterizations in children’s books and films and underlines Tesco Kids brand credentials.

Tesco - Kids Bathing Range Story



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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.