The new design was created to communicate the message that the ‘Free From’ range is free from compromise.
The food imagery provides natural quality cues while maintaining a clear connection to the original design, it introduces clear color segmentation making it easier to identify which allergens each product is free from.
The identity supports the brand’s proposition and recognizes the quality and breadth of range – it’s all about great tasting food that has been developed to be free from key allergens. The new branding is contemporary, eye-catching, and easy to find on shelf and clearly signposts allergens in a consistent way.
Caroline Abel, Designer Manager, at Tesco commented: “The new design created by Coley Porter Bell demonstrates how it has put customer needs at the center of ‘Free From’ brand by helping consumers navigate the range whilst driving the taste and quality cues. They have delivered a contemporary design that will help Tesco’s ‘Free From’ range deliver against its brand objectives.”