We were asked to develop a celebratory identifier to communicate Tesco’s 150-year anniversary. It had to be highly flexible as it was to be used across all channels – above and below the line – throughout Tesco’s 2019 year of celebrations. Perhaps most importantly, it had to be Tesco through and through.
What we delivered
Working closely with Tesco’s brand team, we created an identifier based on a roundel – a key master brand element – in which we housed the Tesco master logo.
To forge a direct connection to a key moment in Tesco’s history, we borrowed a type style from the first Tesco-branded product: Tesco tea.
We stuck with core master brand colours as this was about celebrating Tesco’s heritage, and staying true to the brand’s DNA. And we developed a blue wood printed texture to complement the identifier in certain situations, for example as a backdrop for in-store signage and for print materials.
The identifier was used on everything from bunting, to OOH adverts.