tesco rebrand - honey

http://www.britishdesigninnovation.org/index.php?page=newsservice/view&news_id=5301 Honey creates new image for Tesco Bakery

Click on images to enlarge: Tesco bakery range

London based Honey in their on-going work for the UK’s largest retailer, has created a whole new look and feel for Tesco Bakery. The new identity and products go in selected stores this week. Tesco’s brief to Honey was to create clear differentiation between the (bakery) ranges, showcasing a creative application that would set out to increase the perceived food values of the products themselves. Building on brand loyalty and trust, Honey re-evaluated the look and feel of the products and packaging. Whilst retaining Tesco key values and personality, they worked to improve the functional and emotional connection with the customer. Honey’s key approach was to ‘sign’ the bakery products in flour. This was then applied across the packaging, giving the appearance of a personal touch from the bakers themselves. The result is a range that has a clear communication platform, is rich in colours and a variety of substrates (packaging materials), enabling the customer to enjoy an easier shop. Says Cathy Ogilvie, creative director at Honey “Our aim was to capture the essence of the bakers pride and passion in their work. We also wanted to convey that the bakery is constantly working to produce high-quality products, baked in-store throughout the day. We feel strongly that this latest design and branding communicates clearly that Tesco delivers their promise of giving the greatest product to their customer”. Honey has been working with Tesco for the past fourteen months on their own brand ranges and has recently completed a re-design for the retailer’s entire ready-meal range, dips and sandwich fillers. These new-look ranges are starting to appear in stores across the country now. Ends For more information on Honey please contact Julia James at Julia James PR Ltd on: +44(0)7778 158102 or +44(0)20 7014 3361, email: julia@juliajamespr.com. Notes to editors About Tesco www.tesco.com About Honey Creative Honey is an ideas business. They work best with visionary individuals, ambitious companies and professional organisations. Honey work across retail, corporate, industrial and FMCG brands; from graphic communications and packaging, through to environment and always to drive continual growth. Clients includes: Tesco, Harrods, BHS, Tossed, Graduates Yorkshire, World Challenge, British Waterways, Sainsbury’s, Homebase to name a few. www.honey-creative.co.uk