New look for Tesco Finest
Tesco has begun rolling out a new look for Tesco Finest, its premium product category.
Parker Williams is behind the design of a new range of 12 Tesco Finest chocolate bars, but neither Parker Williams or Tesco can confirm if the consultancy has worked on any other ranges in the Finest category.
Each chocolate pack has been designed to reflect ‘artisan qualities’ of the products, which have been developed by chocolatiers with over 60 years experience.
Pack illustrations have been designed by Parker Williams in-house and by working with preferred illustrators.
The illustrations show ‘the character, origin or unique flavours associated with each type of chocolate,’ says Parker Williams.
Tamara Williams, creative planner at Parker Williams explains, ‘Eclectic typography helps to express the care and consideration taken with each recipe while embossing on the labels and foil blocking on the Finest brand marque demonstrate the real attention to detail. They are wonderfully collectable’.
When opened, the matt finish packaging gives way to tasting notes showing further information on each variant such as provenance and ingredients.
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Can understand the concept, but doesn’t look very appetising. Chocolate packaging is just as important as the product itself. The packaging needs to stimulate the brian so it can’t wait to take that first bite of delicious chocolate. Would need to see the full range to give it a full crit. Looks more like a fresh fruit juice concept.
Finally the retail GIANT succumbs to the thinking that BIG tesco branding is not necessarily a sign of ‘better’. Well done to whoever convinced them on this about turn – I’m sure the benefits will be paid back to them royally as a result
For me the design fails at ‘Best’ level. The design elements do not communicate the specialness of the product enough for this category. The packs are too busy and the sub copy too indistinct. It will also lose standout within the busy display area in store as each variant has it’s own design. Customers really do have only a few seconds to make a choice and I’m not at all sure this design helps with that. Good luck though Tesco!.
Seems to me that they thought the FInest design had been copied too much, so have tried to do something different…..it’s more handmade, only problem is that it feels equally generic……I think they should of amplified what they already had and gone uber slick and stylish, kind of designer restaurant/fine dining, after all they created something very different in the first place so why give it away?