Another Look at the Tesco Finest Redesign

Tesco Chocolate frontAs we reported late last week in the story “Tesco Redesigns Premium Tier Tescos’ Finest” British retail giant Tesco has begun rolling out a new look for Tesco Finest, its premium tier Private Brand.

Here is a closer look at a new line of premium chocolate launched using the design updates – note that the slanted circular sticker present in the yogurt package from the above story appears to be a unifying element – while the background is customized to the category or product. The new range of 12 Tesco Finest chocolate bars line was created by longtime design partner Parker Williams is behind the design of a, but neither Parker Williams however we believe that the retailer is leveraging many of its design partners to quickly bring the redesign to shelf.

Each pack has been designed to reflect ‘artisan qualities’ of the products, which have been developed by chocolatiers with over 60 years experience. Each pack bears illustrations that  show ‘the character, origin or unique flavors associated with each type of chocolate,’ says Parker Williams.

Tamara Williams, creative planner at Parker Williams explains, “Eclectic typography helps to express the care and consideration taken with each recipe while embossing on the labels and foil blocking on the Finest brand marque demonstrate the real attention to detail. They are wonderfully collectable”.

Inside, the matt finish packaging gives way to tasting notes showing further information on each variety such as provenance and ingredients.

Tesco-finest-so-madagascan-chocolate Tesco-finest-swiss-milk-chocolate Tesco-finest-swiss-mint-dark-chocolate Tesco-finest-swiss-white-chocolate


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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.