We were asked to develop the look and feel for Tesco’s 2021 Christmas campaign. As well as working across its core and Free From ranges, it needed to translate across the group’s portfolio of brands such as Finest, Fox & Ivy and F&F.
What we did
We explored the full range of design assets (type, colour, photography, texture, pattern etc.) and working closely with Tesco’s Brand Expression team, we settled on a classic wreath design. During the uncertainty and turmoil brought about by COVID-19, the wreath, as a traditional, enduring symbol of Christmas, offered a reassuring tone.
Having created the core Tesco wreath, we developed a Finest version and worked closely with the F+F team to create a bespoke F&F wreath. Art-directing and shooting the foliage ourselves allowed us greater control in building the wreathes and getting them right.
We chose the foliage specifically to reflect and align with the brand each wreath was designed for. So, for Tesco core ranges, we chose evergreen fir, holly and ivy. For Finest, we settled on eucalyptus, silver fir and dried orange slices to give a more premium / artisanal feel. For F&F, we incorporated mistletoe berries and gold as a nod to the seasonal glitz of the fashion industry at Christmas, and to reflect F&F’s fun side.
We then created a toolkit to inspire, and bring visual consistency to Christmas across all channels.