Tesco comes unstuck in packaging redesign bid

A number of the design consultancies approached by Tesco to pitch for its own-brand pack redesign have pulled out of the competition, leaving Tesco reconsidering its options for the planned overhaul.

The project will strategically reposition Tesco’s own-brand ranges, giving them more of an individual image and moving away from “me-too” products (DW 1 August).

The retailer is believed to be considering a strategic template for its packaging so it can use the design groups on its packaging roster to implement the new designs. Tesco declined to comment on the pitch.

One source suggests the low project fee was a key issue in his consultancy’s refusal to take part. Other groups are believed to have pulled out because of clashing interests with existing brand-owner clients or rival retailers prevent them working for Tesco.

Coley Porter Bell, believed to be in the running for the project, is no longer involved, say sources. Design Bridge is also understood to have declined to take part in the pitch. No one at Pentagram, also believed to be involved, was available for comment as Design Week went to press.

Meanwhile, Basten Greenhill Andrews is redesigning all Tesco’s point-of-sale material and elements of its internal signage. Tesco point-of-sale controller Julie Pike says the project will include signage within individual departments. It covers “all customer communication within the store environment”, she adds.

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