Tesco shops for a roster of creatives

Tesco is to review its ten-strong packaging design roster, which includes Rocket, Pemberton & Whitefoord and The Nest, as part of a cost management exercise by the retailer.

Tesco head of design Jeremy Lindley has told Design Week exclusively that the retailer is planning to look at its packaging groups from the perspective of achieving better value for ‘both parties’. Lindley, previously in Tesco’s Property Services division, replaced Beverley Churchill, who is now head of marketing at Selfridges, earlier this year.

‘A review will begin shortly and it’s possible we will work with fewer groups in the future,’ he says.

The company is looking for groups that are focused on creativity, with strongly involved principals and able to offer a low cost base, Lindley adds.

‘We don’t want [groups] with big, flash London offices. We like consultancies that run a tight ship and can turn around a high volume and offer low overheads,’ he says.

Meanwhile, the retailer is updating packaging on its Finest range, with a revamped look by Pemberton & Whitefoord due to launch in mid-September (pictured). The range, which currently consists of more than 750 product lines, will see a further 150 lines launched next March.

‘We want to enhance the positioning of the Finest range,’ says Lindley. ‘Customers recognise the product’s quality, but at the moment the packaging isn’t delivering those cues,’ he adds.

Pemberton & Whitefoord managing partner Simon Pemberton says the packaging needed to work harder on shelf.

The Finest livery was first developed by Pentagram in 1997. Photography for the relaunched range is by James Murphy and The Nest has created structural designs.