The range replaces the supermarket’s previous health brands Tesco Light Choices and Tesco Eat Live Enjoy, and comprises more than 230 products including ready meals, yogurts and bakery.
Two new straplines – ‘beautifully balanced’ and ‘big on taste, lower in calories’ have been created – denoting products aimed at healthy lifestyles and weight loss respectively.
Mark Seviour, Rocket Design director, says, ‘We tried to make it a lot more exciting. There’s been a lot of work done on the products and the flavours so we wanted a more editorial photography style to it.’
The new logo takes the form of a brightly coloured, abstract man, with a petal device holding information such as calorie content for weight loss products or benefits such as ‘reduced sugar’ for lifestyle foods.
Seviour says, ‘We used a very energetic logo with movement that has a modernity to it, and more natural photographs of the ingredients’.
He adds, ‘We wanted the man to be really colourful. Even through the weight control packs are whitish you wanted that liveliness and energy – just because its for people going on a diet that’s no reason to make it mundane’.