A creative springboard for Halloween


The brief

We were asked by the brand team at Tesco to develop a look & feel for Halloween 2018 and to produce a set of accompanying guidelines setting out the basic Halloween 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 Halloween but at the same time, ensuring the creative remained true to the master brand. One of the ways we did this was by championing the master brand font, but developing some seasonal Halloween-specific type effects 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.

And as a retailer with a broad customer base, we were careful to achieve the right balance between scary & fun, traditional & modern and theatrical & stylised.

What the client said

“Working closely with Sherlock, we developed Halloween 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 Halloween look and feel through a set of expressive design elements.” Lauren Wyndham, Head of Brand Expression

Image credits: Sorcha Bridge Photography and Jon Corken Photography

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