A Closer Look at Hudl from Tesco

hudl_kidTake a closer look at Tesco’s new Private Brand tablet the Hudle from the design practice that worked on the brand identity.

“Modern life used to revolve around the kitchen… and in many ways it still does, but an increasingly popular addition to this family hub is a digital connection to the wider world. The new Hudl is there to provide that connection.” Says lead designer Shaun Turnbull of the London based design practice SomeOne.

02hudlsideviewpackaging940x41526The extensive and involved Tesco working closely with SomeOne to create everything from the naming to the visual brand identity, iconography, packaging, promotional elements, animation, accessories through to the point of sale displays in store — even the way the name is burnished into the back of the device.

Gary Holt, Founder & ECD explains “the tablet is becoming an important device in people’s lives, notably family lives, ideal for online shopping, digital entertainment and social networking and as such they are emerging as a ‘retail portal’ of the future. Tesco have responded to this change by launching a tablet that is both great value and a great spec”.

The identity is intended to represent this strategy, using a solar system metaphor that reflects Hudl being at the centre of a digital orbit, and of family life.

14hudlbrandworld940x41534Karl Randall, Design Director explains “Hudl was conceived to co-ordinate every aspect of family life and allow these aspects to work seamlessly, in harmony with each other”.

This ‘order to many separate parts’ idea felt like the perfect way to represent the strategy for Hudl. A simpler, quicker, easier and more affordable way to connect family life, and to the host of other useful digital services.

Laura Hussey, Partner and Creative Director adds “We wanted to inject warmth into a category that can often be overly technical. A growing body of research suggests that the way to influence—and to be a great leader—is by demonstrating warmth. Our swooping, curving shapes, warm colors and customized options help to soften what can often be stark & technologically-led communications”.


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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.