FINEST SEA SALTUK based-retailer Tesco has introduced a new line of four premium Private Brand Tesco Finest* sea salts, hand harvested by the Welsh supplier ‘Halen Môn’ from the Isle of Anglesey.

London-based agency Pemberton & Whitefoord (P&W) were commissioned to design the collection of Finest* Sea Salts, which are placed within the grocery category.  The agency was tasked with ensuring the brand’s premium positioning and its credibility for excellent foods and ingredients was faithfully represented.

The range has to exude quality, to encourage consumers to pay a higher price point, requiring meticulous attention to detail. Authenticity and provenance were paramount and the design needed to reflect this.

FINEST CHILLI SEA SALTThe packaging finishes clearly aligned with the range’s premium positioning through utilization of frosted glass jars, quality textured paper for the labels, soft-finish matt lids and silver embossing for the Finest* logo. A key component of the labels are the beautiful, bespoke woodcut illustrations commissioned for the project.

The hallmark P&W designed ‘Harvested in Anglesey by Hand’, present on each jar, calls attention to the salt’s origin. The assortment comprises of the following varieties: Pure Anglesey Sea Salt, Rosemary Sea Salt, Chipotle Chilli Sea Salt and Applewood Smoked Sea Salt.

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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.