R Design and Rocket are among several design groups responsible for branding and packaging of the new ‘Discount Brands at Tesco’ range.
The supermarket has created the low-cost range – which it claims represents price cuts worth £100m – in response to the soaring popularity of discount retailers such as Aldi.
Tesco head of design Alyson Jakes, who led the project with help from external design groups, declines to credit any of the designers involved in the creation of the range, though a Tesco spokeswoman indicates that products had to be developed individually.
The 350 new products are branded with the sticker-style Discount Brands at Tesco logo. The red and yellow identity features a pound sign being cut in half by scissors, a motif also used in the drive’s promotional campaign, which sells Tesco as ‘Britain’s Biggest Discounter’.
But unlike the no-frills Tesco Value range, these products are being sold as alternatives to brand names such as Kellogg’s and Fairy Liquid. The range bears what appear to be food manufacturers’ visual identities and the sticker-style Discount Brands logo. The marque unifies disparate branding and packaging across the range.
Besides the range of 350 new products, hundreds of existing products have also been discounted, including in the Value range, but these items have not been branded with the Discount Brands logo.
The new products went on-shelf last Wednesday.