SomeOne created the name, visual brand identity, iconography, packaging, promotional elements, animation, accessories and point-of-sale materials for the device.
The consultancy says, ’The identity is intended to represent a solar system metaphor — Hudl being at the centre of a digital orbit, and of family life.’
Ustwo partnered with Tesco to define, design and implement the user experience. Other areas of implementation included tablet set up, basic use guidance, safety information for parents, system and app iconography, as well as the design of system sounds and wallpapers.
Reports emerged last month about the product, which is launching in stores and online from 30 September.
The seven-inch HD device has 16GB of memory and will cost £119, and focuses on ‘accessibility and convenience’, according to Tesco.
The Hudl will use the Android Jellybean 4.2.2 operating system, and will house apps for Tesco’s digital grocery and banking products and Blinkbox, its internet film and music service and Clubcard TV, which offers free film and television for Clubcard holders.
Tesco says, ‘Hudl has been designed as a family tablet. When users switch it on for the first time, there is a screen, which gives advice on how to put in place measures to protect children. There are also a range of Hudl accessories, including child-friendly headphones.’
The device is available in four colours – red, blue, black and purple. Tesco says the device was ‘designed and built… from scratch, tailoring it around what customers asked for’.
The brand says it worked with a manufacturing partner based in China to produce the tablet, which also manufactures well-known products for Microsoft, HP, Blackberry and Sony.
Tesco Chief Executive, Philip Clarke, says, ‘Being online is an increasingly essential part of family life and whilst tablets are on the rise, usage is still quite limited. We feel the time is right for Tesco to help widen tablet ownership and bring the fun, convenience and excitement of tablets to even more customers across the UK. The digital revolution should be for the many, not for the few.’