Tesco is repositioning its flagship brand, which is 15 years old, by placing an emphasis on provenance, sustainability, ingredients, freshness and seasonality.
It appointed Honey in November 2012 to oversee the design and strategy project, which included the development of a new brand identity, packaging and a style guide for in-store communications.
The identity now reads as finest*, dropping the upper case F, but retaining its star or asterisk.
Faced with an overhaul of the packaging of 1500 products, Honey worked with Parker Williams, R Design and P&W, which are all rostered Tesco consultancies.
Parker Williams was behind some of the first designs to hit the shelves and the roll out will continue over the next few months.
Honey says that overall look and feel ‘brings to life the artisanal quality and individual personalities of the different suppliers and products across the range.’
Tesco says the Finest brand is worth £1.4bn a year in sales, and more than 12 million Finest products are eaten every week.