IBH serves Tesco’s soups a wintry look

Oxford consultancy IBH Europe has transformed the image of Tesco’s soups “in time for the winter”, according to IBH deputy managing director David Myerson.

The consultancy’s new brand identity for Tesco’s canned soups splits the 30-strong range into three categories, “virtually fat- free”, “ready to serve” and “select recipe”. Each features a different shade of purple.

“Tesco’s soups previously looked rather bitty. Store managers tended to put them all in different places, and they needed drawing together on-shelf,” explains Myerson.

There was no pitch for the job. IBH was approached by Tesco and is on its roster.

The Royal Festival Hall’s in-house team has created the identity for American Independents, an event celebrating the maverick voices of US culture.