A creative springboard for Summer

Tesco Plc

The brief

We were asked by the brand team at Tesco to develop a look & feel for Summer 2019 and to produce a set of accompanying guidelines setting out the basic Summer 2019 brand elements, such as colour palette, photography, typeface and texture, to inspire and visually align all channels (in-store, online etc).

What we delivered

Working closely with the Tesco brand team, we were tasked with injecting some energy into Summer but at the same time, ensuring the creative remained true to the master brand. We did this by championing the master brand font, but exploring ways to bring in the prevailing seasonal assets associated with Summer, for example, by introducing a carnival colour palette and festival flag asset.

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.

What the client said

“Working closely with Sherlock, we developed Summer 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 and delight their kids. We reached the overall objective to achieve a strong and celebratory Summer look and feel through a set of expressive design elements.” Lauren Davis, Head of Brand Expression

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