Tesco juice packaging from Parker Williams

Parker Williams has branded and designed the packaging for new Tesco product range Juice Bar.

Part of Tesco's Juice Bar range
Part of Tesco’s Juice Bar range

The consultancy, which is rostered by Tesco, named the range and the variants before designing packaging to reflect flavours and ingredients.

Parker Williams creative director Jo Saker says, ‘Our task was to unify the range with a consistent Juice Bar identity but also to create very strong individual personalities for each drink, reflecting its unique blend of ingredients and benefits.

‘We wanted the design to look very strong on shelf, making the exciting choices within the range immediately apparent.’

Part of Tesco's Juice Bar range
Part of Tesco’s Juice Bar range

The naming of each drink has directly informed the design, as has the look of each liquid.

‘With Green Stuff the product is darker green, as is the label, but with H2 Coco the product is clear, so we’ve used a clear label,’ Saker says.

The range will be extended, with new variants launching in early summer according to Saker.

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