The Cream Rises To The Top at Tesco

tesco-cream-01British retailer Tesco’s recently introduced a redesign of its Private Brand collection of fresh cream that covered over 30 lines. The existing design focused on serving suggestions. While inspirational, this made the range very difficult to shop the specific cream type. The new design created by the U.K based agency R Design is created around a quality seal that takes cues from old-fashioned dairy cream pots. Bold typography is used to highlight the cream type, this is supported by strong color-coding of the seal that follows department language. This strong simple idea was able to adapt across the various container sizes and lids. The design also extended to Soured Cream and Crème Fraiche.



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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.