A creative springboard for Christmas

The brief

We were asked by the brand team at Tesco to develop a look & feel for Christmas 2018 and to produce a set of accompanying guidelines setting out the basic Christmas 2018 brand elements, such as colour palette, typeface and texture, to inspire and visually align all channels.

What we delivered

Working closely with the Tesco brand team, we were tasked with injecting some energy into Christmas but at the same time, ensuring the creative remained true to the master brand. We did this by championing the master brand font, but developing some key seasonal assets – such as felt, stitch and a snowfall pattern – to make it more relevant to the season.

One of the most important parts of the brief was to ensure the toolkit was accessible and authoritative, but not restrictive: it had to inspire, excite and guide those using it, without stifling their own creativity. It was to be a launchpad, not an overly prescriptive set of instructions.
Over the Christmas 2018 period, Tesco reported like-for-like sales of +2.6% across its UK and Republic of Ireland business, outperforming the market in the UK in both volume and value terms. Whilst we cannot directly attribute such growth to our work, we would like to think that our efforts to ensure brand consistency in Tesco’s offer played a small but not insignificant part in its success.

What the client said

Working closely with Sherlock, we developed Christmas guidelines in order to demonstrate how customers celebrate the event . We thoroughly enjoyed the creative process with the team, designing customer focussed principles to inspire adults, delight their kids and impress party guests. We reached the overall objective to achieve a strong and celebratory Christmas look and feel through a set of expressive design elements.” Lauren Wyndham, Head of Brand Expression

 

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