Tesco Free From Redesigned

new - tescos-free-from-range-gets-fresh-look-from-coley-porter-bellUK based retailer Tesco has revamped the look and feel of the Tesco ‘Free From’ private brand range. The work created by Coley Porter Bell aims to modernize the brand.

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.”

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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.