Pearlfisher repacks Tesco ranges

Pearlfisher has created a basketful of packaging for Tesco, embracing its Fresh Fruit, Savoury Rice and Pasta & Sauce ranges, that goes on shelf from this week.

The consultancy, which is on Tesco’s design roster, has revamped more than 100 lines of fresh produce.

The size of the label was kept to a minimum to emphasise the products’ ‘sensual qualities’ and descriptive language – such as ‘plump, succulent and explosive’ blueberries – used to express the fruits’ different ‘personalities’, says Pearlfisher project designer Maria Kelly.

With the Savoury Rice and Pasta & Sauce ranges, the objective was to modernise the design and communicate their flavour and convenience as a ‘complete and quick meal solution’. In the case of Savoury Rice, the front of the pack displays a pair a chopsticks in the shape of a clock.

Pearlfisher designer Natalie Chung, who created the look of both ranges, explains, ‘Our solution revolved around the importance [and speed] of the cooking time.’