Playful Private Brand Cereal From Tesco

Tesco cereal 1British retailer Tesco has introduced colorful characters and interactive games for its recent Privte BRand packaging re-design by Pemberton & Whitefoord International Design Consultants

Adopting a story that builds on the legacy of the Olympics, the brand introduced a loveable line of animal characters to its kids cereal packaging. Each character is part of the Brekkie Squad–eight sporty animals who reside in Brekkie Parc, a land made made up of different sporting locations, from the White Water Rapids to the Breakfast Parc Olympic Arena.

Logos for the Parc and Squad were designed to create a strong, fun identity and to allow the child to feel part of a club. Incorporating sport-related games and puzzles, the interactive packs help engage and entertain young consumers.

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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.