The consultancy has been working with Sainbury’s since July 2012 and this is its first completed project for the retailer, according to strategist Raouf Rumjaun.
The Tu brand was initially launched in 2004 and Garden says it has aimed to create an identity with a bolder presence as well as one that addresses occasional confusion over the name.
Joe Hedges, creative director at Garden, says, ‘Some people thought it was an acronym. We wanted to create a mark that was bold, had more presence and personality and moved away from the possibility of being mistaken as an acronym.
‘We also wanted to refocus the original pronoun nature of the name: “Tu = you, the individual”, which in turn is highly aligned to the proposition of “live your style”.’
The Tu wordmark has been reconfigured, with a lower-case ‘u’ introduced, as well as the new ‘live your style’ strapline.
Rumjaun says, ‘We needed to make it clear that, while Tu is a brand in its own right, it still sat comfortably with Sainsbury’s proposition of “live well for less”.’
As well as the new identity and branding, Garden has also worked on packaging, photography and roll-out guidelines for the relaunched Tu.
The new Tu range is set to land in Sainbury’s stores across the UK in September.