INDUSTRY LEADERS IN PRIVATE BRAND PACKAGING DESIGN
WE HAVE BEEN GIVING BRANDS A VOICE SINCE
Award-winning brand design consultants
Strategic problem solvers for commercial challenges
Experts in brand leveraging via multiple touchpoints
Creative partners with bespoke client teams
Future Retail
P&W is a dynamic London-based design consultancy with almost 40 years of experience crafting bold, powerful solutions for brands and retail clients around the world. We don’t just build brands, we nurture, evolve & champion them, guiding every step of a collaborative journey to deliver lasting commercial success.
In 2026, retail will evolve into a seamless fusion of technology and human connection. Stores will become increasingly immersive experiences, AI will deliver hyper-personalised interactions, and sustainability will play an ever-greater role in shaping consumer choices. Retail will no longer be just about selling, it will be about creating meaningful, unforgettable experiences.
At P&W, we bring that vision to life.
Summary
PARTNERSHIP
ESTABLISHED: 1998 - Present Day (since inception)
SKU’S CREATED: 18,000+
RANGES COVERED:
Finest*, Limited Edition, Seasonal
CATEGORIES:
Food, Beverages, Alcohol, Speciality Foods, Non-Food +
AWARDS WON: 40+ (Including Pentawards, Mobius & Gramia)
IMPACT: Continually reinforcing Tesco Finest* as a premium, aspirational brand, setting the benchmark for own-label excellence
P&W has partnered with Tesco, the UK’s leading retailer, since 1987, delivering award-winning design and strategic innovation across multiple categories. From range redesigns to inventive packaging, we work seamlessly with Tesco’s in-house team to maintain a consistent, impactful design system. Our enduring collaboration has strengthened Tesco’s brand, enhanced customer experiences, and supported its sustained market leadership and commercial success.
Summary PARTNERSHIP
ESTABLISHED: 1987- Present Day
SKU’S CREATED: 25,000+
RANGES COVERED:
Core, AYR, Seasonal, Limited Edition
CATEGORIES:
Food, Beverages, Alcohol, Health & Beauty, Pet, Bakery + AWARDS WON:
45+ (Including Pentawards & Mobius)
IMPACT:
Enhanced shopper experience & maintained Tesco’s market leadership
P&W has partnered with Japanese convenience store chain Seicomart for 30 years, shaping corporate and retail branding, packaging, sub-brands, point-of-sale, and consultancy services.
Our European design-led approach has helped Seicomart stand out in a market dominated by American-style competitors, reinforcing its reputation for excellent wines and premium own-brand o erings.
Summary
PARTNERSHIP
ESTABLISHED: 1996
SKU’S CREATED: 600+
CREATIVE SCOPE: Corporate branding, packaging, sub-brands, POS, annual range redesigns
RANGES COVERED:
Beaujolais Nouveau, Grandia, Beer, Hot Chef, Peanuts, Popcorn +
CATEGORIES: Alcohol, Soft
Beverages, Snacks, Dairy, Impulse +
IMPACT: Strengthened Secoma’s premium positioning, enhanced shopper engagement, and supported top-10 convenience retailer status in Japan
P&W redesigned Eroski’s Basic and Core ranges, delivering over 400 label lines for Spain’s fourth-largest retailer. The Core range used colourful devices adaptable across four Spanish languages, while the Basic range featured distinctive line-drawn illustrations. A blend of illustration and photography - including child-focused characters - created vibrant, easy-to-navigate ranges.
Summary
PARTNERSHIP ESTABLISHED: 2017
SKU’S CREATED: 400+
RANGES COVERED:
Basic, Everyday Essentials
CATEGORIES: Food, Beverages, Personal Care, Confectionery, Pet Food, Household, Fresh & Frozen
IMPACT: Strengthened Basic & Core brand personalities, improved shelf navigation and customer experience
The Co-operative Group (Coop) asked us to create a new design for its flagship ‘IRRESISTIBLE’ range, encompassing over 1000 products across both food and drink categories.
This two-year project enhanced numerous aisles but maintained continuity across store, adding a halo e ect to the customer shopping experience.
...P&W CLEARLY DEMONSTRATES THEIR UNDERSTANDING OF THE BRIEF AND THE NEED TO HELP INSPIRE CONSUMERS WITH OUR EVERYDAY QUALITY PRODUCTS.
BROOKE FLETCHER, PACKAGING DESIGN MANAGER
MARC AUFZUG, MANAGING DIRECTOR
Summary
PARTNERSHIP ESTABLISHED: 2017
SKU’S CREATED: 1000+
RANGES COVERED:
IRRESISTIBLE AYR, Limited Edition, Seasonal
CATEGORIES: Alcohol, Confectionery, Soft Drinks, Ready Meals, Snacks, Tea & Co ee +
IMPACT: Elevated IRRESISTIBLE to a stronger, more confident brand, driving sales growth
P&W partnered with Tesco to create Fresh & Easy, a progressive retail concept for the North American market, transforming stores into friendly, neighborhood-focused shopping experiences. We defined brand positioning, values, packaging systems, and communication to reduce visual clutter, enhance clarity, and build consumer trust. The result was a cohesive, engaging brand that di erentiated Fresh & Easy from competitors.
P&W MADE AN INVALUABLE CONTRIBUTION TO THE DEVELOPMENT OF THE FRESH & EASY RETAIL BRAND STRATEGY. P&W’S CONCEPTUAL WORK IS OUTSTANDING . THEY ALWAYS DELIVER , EVEN WHEN DEADLINES ARE EXTREMELY CHALLENGING.
JOHN BURRY, CHIEF CUSTOMER OFFICER
Summary
PARTNERSHIP
ESTABLISHED: 2006
SKU’S CREATED: 3,000+ across multiple phases
RANGES COVERED:
Sub-brands, Pillar Brands, Seasonal, Core Own-Brand
CATEGORIES: Ready Meals, Pantry, Snacks, Soft Drinks, Toiletries, Household + AWARDS WON: 15 (Including DBA for commercial e ectiveness)
IMPACT: Delivered a unique consumer-focused own-brand proposition that drove 80% of shoppers to choose Fresh & Easy over other local competitor stores
P&W partnered with US retail giant Kroger to elevate its own-brand o erings, designing two bottled water ranges and a breakfast range featuring popular frozen wa es and pancakes.
The Simple Truth waters, vapour distilled, were crafted to rival category leader Smartwater, while the Artesian range set a new standard for premium table waters. Bold, cohesive packaging, including bottle labels and outer shrink sleeves, ensured standout solutions across 2,800 stores.
Summary
PARTNERSHIP
ESTABLISHED: 2018
SKU’S CREATED: 12+
RANGES COVERED:
Simple Truth (bottled water), Artesian (premium water), Breakfast (frozen wa es, french toast & pancakes)
CATEGORIES:
Beverages, Breakfast Foods
IMPACT: Delivered competitive own-brand packaging that enhanced shelf presence & supported nationwide rollout
P&W worked consistently with Tyson over a four-year period. Our relationship began by helping to define a three-tier strategy for the branding and packing of its wholesale / cash and carry products for Europe. Subsequently we produced trade ads, exhibition collateral, brochures, and internal presentations. We also designed a brand evolution for its Raised & Rooted range of plant-based products. All projects were on time and on budget. Packaging graphics ensured compelling solutions in wholesale environments.
Summary
PARTNERSHIP ESTABLISHED: 2019
SKU’S CREATED: 200+ across multiple phases
RANGES COVERED: Frozen, Chilled
CATEGORIES: Meat, Vegetarian
IMPACT: Delivered retail and wholesale packaging for global food manufacturer, supporting high-volume, trade-focused products.
POS Solutions for Wholesale & Retail
We regularly create design collateral for Ferrero brands within the cash & carry, wholesale and retail sectors, working with outlets such as Bestway, Booker, Tesco and Asda. Our work includes digital advertising, POS units, optimised e-commerce imagery, and promotional stands.
We have a strong understanding of the specific requirements of these environments and are highly familiar with the operational and commercial needs of these outlets.
Our Retail Portfolio
Aside from the case studies in this document, for over three decades P&W has partnered with a wide range of other impressive international retailers across Europe, South America, Saudi Arabia, Japan, and the UK, delivering creative solutions across grocery, convenience, home improvement, health & beauty, stationery, and general merchandise categories.
Your Team
P&W was established by Simon Pemberton & Adrian Whitefoord who met in 1980 whilst studying Graphic Design at university. Much has changed in the meantime, but P&W’s objectives remain the same; to deliver commercially orientated creative design that aligns with client business goals. This is achieved via a collaborative process based on a spirit of mutual trust and understanding. Our team of talented Creatives and Account Managers ensure a smooth, e cient journey and successful conclusion.
