Tesco Introduces Vintage Inspired “Mocktail” Preserves

Tesco Daquiri - frontBritish retailer Tesco has introduced a Private Brand range of unique preserves for Tesco. The line includes beautiful package design by design consultancy P&W and consists of Daquiri and Cosmo flavors.

Although non alcoholic, the preserve flavors are based on famous cocktails, elevating them from the conventional and predictable jam and preserve flavors such as strawberry or raspberry. Each has a twist of lime that gives the taste delivery an extra kick without the bitterness of a citrus marmalade.

The designs are based on the illustrative style associated with vintage travel posters, giving them an exotic feel. The typography also evokes a 1930’s art deco impression that perfectly suits the style of the imagery. The labels are also strongly color coded to aid differentiation on shelf.


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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.