Tesco Debuts the New hudl2

hudlLast year supermarket British retailer Tesco unveiled its Private Brand tablet, the hudl, Retailing at £119 the “family tablet” sold 750,000 units. Now Tesco is launching hudl2, which updates the initial design and is the result of a collaboration between Tesco and consultancies Ustwo , Chauhan Studio, and The Chase. The design teams worked from their own studios as well as being embedded in Tesco’s offices in London’s Clerkenwell.

The hudl2 product design was created by Chauhan Studio in collaboration with Tesco head of hardware product development Keith Metcalfe.

Chauhan Studio creative director Tej Chauhan says: “We wanted to create a beautiful object that conveyed confidence and communicated hudl2’s technical acumen, while being friendly and accessible for a broad audience.”


The new hudl2 is available in a wide range of color options, including black, white, red, blue and orange.

Ustwo, which worked on the user experience design for the initial hudl launch, has also created experience designs for the new hudl2.

For the new hudl2, the consultancy has reworked the user experience at both app and operating system level and says it has aimed to develop a “fun, family-centered software experience”.

The resulting work includes a new icon suite, a redeveloped “My Tesco” gateway and a set of child safety tools.

Ustwo creative director David Mingay says: “It was clear to us all from the outset that the experience of the product would define the brand, so we conducted research using people as the basis of our designs.

“We continued in that vein by subjecting our joint work to constant user testing. The end result is a joined-up customer experience that expresses the hudl brand’s values in terms of both hardware and software.”

The original hudl brand design was created by developed by SomeOne, with an identity intended to represent “a solar system metaphor – hudl being at the center of a digital orbit, and of family life”.

For hudl2, Tesco turned to The Chase to refresh the branding. This work included new brand guidelines, including tone of voice direction: a broader color palette and a customized typeface.

The Chase also developed a suite of packaging for the private brand – different for each hudl2 color option – along with in-store marketing and an image gallery shot by photographers Matt Stuart and Maria Moore.

Martin Lawless, who worked with The Chase on the project, says: “This project has been a great example of how complex challenges that layer in brand, product and experience – online and offline – need to be handled now.

“An open and collaborative spirit between teams of different skills has helped produce work we feel has broken new ground.”

Tesco head of connected products Aaron Lee says: “We wanted hudl2 to be a significant step on from hudl1 in every conceivable way and to do that we needed an edge.”

Lee adds: “Both our creative partners and our ways of working with those partners gave us that edge. To connect so regularly, openly and collaboratively with a group of forward-thinking teams has made all the difference.”


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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.