We have had a successful working relationship with Tesco since our studio was founded, working with the retailer on many aspects of their stores both internal and external – and brand. Having started working for Tesco UK (including Tesco Bank), we have subsequently become their trusted partner in Malaysia and Central & Eastern Europe.
Our brief was to develop a communications family across the ‘fresh’ counter areas of Tesco’s Letnany store in Prague including bakery, cheese, deli, meat and fish. The Tone of Voice had to be one of passion and authority, warmth and personality.
We were asked to create a unique, more ‘human’ approach to each category being careful to ensure our work reflected Tesco’s ‘One Voice’ framework.
What we delivered
Taking inspiration from simple materials, we took a playful approach with peg-board back panels and signage systems, re-fashioned to fit behind the counters. A muted colour palette, updated photography and an ‘unfinished materials’ palette allowed the abundance of fresh produce displays to really stand out. Another key part of the design was a series of crests across the fresh areas and typographic montages familiar to Central European food counters.