British 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.