100 Years of Tesco

The brief

We were asked to develop a celebratory identifier to communicate Tesco’s 100-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.

What the client said

Working with Sherlock is always a pleasure, the ideas keep coming and the energy remains unphased even when you are up against the most senior of stakeholders. The project had its own challenges, but the team always produce solid design work that becomes the standard for the rest of our agencies.” Ruth Timmins-Williams, Brand Experience Manager

Other Projects

  • Euan Sey, Founder and Commercial Director, Curry Leaf Cafe

    “They’re an easy bunch to work with, have a great knowledge of the sector and give 110%.”

  • Ruth Timmins-Williams, Brand Experience Manager, Tesco

    “Working with Sherlock is always a pleasure, the ideas keep coming and the energy remains unphased...”

  • Dan Dixon, Sales Director, Exhibitions, William Reed Business Media

    “They were flexible, great to work with, and the result more than met our expectations.”

  • Nick Cooper, Founding Director of Crunchy Critters

    “The team’s extensive knowledge of the food & drink sector really shone through and they went above and beyond...”

  • Sam Hepworth, Head of Communications and Digital Media, Whizz-Kidz

    “Sherlock rose to the challenge and provided us with several initial concepts that were all so impressive that we struggled settling on just one.”

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