Tuesday, 16 September 2014
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Parker Williams brands Tesco Loves Baby

Parker Williams has worked with Tesco on the branding of its baby range, which has been renamed Tesco Loves Baby.

The new heart-shaped identity

The new heart-shaped identity

The range, previously known as Tesco Baby required ‘a strong brand identity with a warm and friendly personality’ according to Parker Williams co-founder and creative planner Tamara Williams, who says it also had to ‘demonstrate the care and attention that has gone into getting the range right for parents and babies.’

The family of characters

The family of characters

Parker Williams, which is rostered by Tesco, was appointed in April last year, and undertook consumer research, ascertaining that parents wanted ‘some warmth brought back into the brand’ and ‘something that would make it easier to shop,’ says Williams.

New born nappies

New born nappies

To this end a new name and identity have been created and a ‘visual kit of parts’ including icons and brand characters, which interact with the logo and feature on the products.

Products are branded and feature icons and characters

Products are branded and feature icons and characters

‘On nappies there’s a stork carrying the brand mark – we wanted storytelling on-pack. When you open up the nappies they also have character patterns,’ says Williams.

Ultra Dry nappy packaging

Ultra Dry nappy packaging

A red brand colour has been established and a palette of five ‘chalky nursery’ mid-tone colours, which is used across packaging.

Easy fit nappy packaging

Easy fit nappy packaging

Icons are ‘very functional and give clear product advocacy’ and a new typeface has been introduced, which is described by Williams as ‘warm, round and traditional.’

Character 6, an owl

Character 6, an owl

The visual kit is now being extended across point of sale, website, signage, and other marketing communications by Tesco.

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