The range, previously known as Tesco Baby required ‘a strong brand identity with a warm and friendly personality’ according to Parker Williams co-founder and creative planner Tamara Williams, who says it also had to ‘demonstrate the care and attention that has gone into getting the range right for parents and babies.’
Parker Williams, which is rostered by Tesco, was appointed in April last year, and undertook consumer research, ascertaining that parents wanted ‘some warmth brought back into the brand’ and ‘something that would make it easier to shop,’ says Williams.
To this end a new name and identity have been created and a ‘visual kit of parts’ including icons and brand characters, which interact with the logo and feature on the products.
‘On nappies there’s a stork carrying the brand mark – we wanted storytelling on-pack. When you open up the nappies they also have character patterns,’ says Williams.
A red brand colour has been established and a palette of five ‘chalky nursery’ mid-tone colours, which is used across packaging.
Icons are ‘very functional and give clear product advocacy’ and a new typeface has been introduced, which is described by Williams as ‘warm, round and traditional.’
The visual kit is now being extended across point of sale, website, signage, and other marketing communications by Tesco.