Valuable update for Tesco’s range

Astound has updated the look of Tesco’s 1202-strong, toilet rolls-to-ready meals Value range to mark its tenth birthday, as the retailer responds to customers’ criticisms of a lack of differentiation between items.

Consumers complained that products looked ‘too similar’ under the previous design regime, according to Tesco head of design and packaging Jeremy Lindley.

‘There’s pressure on economic brands generally, as consumers often perceive them as poorly designed,’ says Lindley. ‘They like the value and the quality they get [for the price], but perceive retailers are not putting any time or effort into design. The Value range is one of our biggest pillar brands [and] we’ve recognised consumers [at all price levels] pick up on visual clues.’

The group has introduced product shots on-pack for the first time and revamped typography to resolve the problem. The signature red and blue colour scheme has been retained, but made ‘more friendly and approachable’, according to Astound creative director Ali Stoner.

She adds, ‘Some packaging design can be semi-formulaic. Within the limits of not increasing the production costs, we wanted to get across some of the cheap chic of value buying.’

All products in the Value range will feature the new packaging by the end of next month. Astound won the work after a three-way pitch against two other roster groups, Rocket and Hertford-based Martin Design.

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