Tesco looks in-store to rebrand major lines

Tesco is embarking on a design review of two of its own-brand lines, the specialist diet product range Free From, and its homewares offer Tesco Home Living.

Tesco is embarking on a design review of two of its own-brand lines, the specialist diet product range Free From, and its homewares offer Tesco Home Living.

It is thought that the work for both of the projects is being undertaken in-house, in collaboration with Tesco’s rostered design consultancies. Jeremy Lindley, head of design at Tesco, declines to disclose details on either of the projects.

Tesco Home Living could be relaunched as soon as September. The umbrella brand encompasses Tesco at Home, which includes mid-price homewares, Cook Shop, a new range of cooking and food appliances, and homeware products under the Finest and Value range.

The redesign initiative comes as Tesco continues to overhaul its portfolio of own-label products. Tesco relaunched its Organic range with a fresh design by Coley Porter Bell this week, following the consultancy’s appointment to the Tesco design roster in May (DW 13 July.) Lindley confirms that he will next formally review the roster in November.

Commenting on the changing design across Tesco’s portfolio of packaging, Lindley says, ‘How we approach our packaging has changed with the evolution of the market. Our packaging rules reflect the strength of our brand and have made a significant move away from an own-label approach.’
Tesco is also working towards redesigning all of its packaging by the end of the year, to include its recommended Guideline Daily Allowance scheme, designed in collaboration with Rocket Design.

Tesco’s core design roster comprises consultancies: Rocket, Pemberton & Whitefoord, R Design, Martin Design, Astound, Coley Porter Bell, Haines McGregor, Amphora, Point Design, Julia Gibson Associates, Pam Winkworth Design and Thames McGurk.

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