Pemberton and Whitefoord has designed the packaging for Tesco’s newly launched own-label wines. The group devised a three-part label overlaying images of Greek gods on an architectural ‘key’ motif. Zeus sits on the red wine label and Bacchus on the white. P&W also used a Greek-style typeface on the black name label underlying the main image. ‘Our objective was to imbue the new Tesco products with contemporary, yet authentic Grecian imagery, to distance them from cheaper products and generate expectations of a superior taste,’ says consultancy founder Simon Pemberton.
If the trials are successful, the hubs – which offer everything from wine-tasting to make-up—will be rolled out country-wide.
University of Sussex student Lucy Hughes had previously won the national UK prize, and has now been awarded £30,000 to develop the invention.
With both undergoing considerable image changes and integrating new digital tools over the past few years, Design Week explores the mission of bringing heritage organisations into the present day for
The project, which centres around an updated “WB” shield, aims to lay the groundwork for the company’s future ahead of its centenary in 2023.