Tesco “Free From” range branding, by Coley Porter Bell

By Sarah Dawood January 28, 2016 2:17 pm January 28, 2016 2:17 pm

Coley Porter Bell has redesigned the branding and packaging for Tesco’s “Free From” range.

The range indicates food that is free from certain allergens, such as lactose or gluten.

The new look aims to convey “natural quality”, says the consultancy, through “fresh food imagery”. It also incorporates “clear colour navigation” for different allergens across the packaging.

Coley Porter Bell says the new branding is “contemporary, eye-catching, easy to find on-shelf, and clearly signposts allergens in a consistent way”.

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