Tesco Finest: A Brand Journey 1998-2024 | 25+ Years of Design Evolution & Innovation

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25+ Years Of Own-Brand Design Evolution



Making a £1.4bn brand


What makes a great brand? It depends on whether you are asking a Brand Manager, Brand Owner or Brand Consultant. However, all would agree...


...it must be distinctive, have longevity, absolute integrity, and it must sell.

The UK’s No.1 grocery brand for the last 25 years.


1998 Inception

1998

2001

2003

2004

2005-06

2007

2008

2010

Tesco Finest* was the UK’s first premium retail brand range. The “jewel in the crown” of Tesco’s unique 3-tier strategy adopted in 1998.

2012

2013-17

2020

2022


2001 First Evolution

1998

2001

2003

2004

2005-06

2007

2008

2010

As the brand matures it gains confidence, creating opportunities for seasonal sub-ranges of core Finest*.

2012

2013-17

2020

2022


2003 Focus on Form

1998

2001

2003

2004

2005-06

2007

2008

2010

Meticulous typographical crafting is augmented by explorations of physical packaging.

2012

2013-17

2020

2022


2004 Enticing Imagery

1998

2001

2003

2004

2005-06

2007

2008

2010

Daylight photography became the signature styling principle behind the 4th evolution of the range. Style and simplicity in harmony.

2012

2013-17

2020

2022


2005-06

Confidence in ingredients’ quality was the inspiration behind parallel photographic styling. Each product tells its story.

Confidence

1998

2001

2003

2004

2005-06

2007

2008

2010

2012

2013-17

2020

2022


2007

Authenticity & Provenance

1998

2001

2003

2004

2005-06

2007

2008

2010

Authentic recipes have always been an essential means of communication with Finest* customers. Origin of cuisine creates culinary romance.

2012

2013-17

2020

2022


2008 Art Inspiration

1998

2001

2003

2004

2005-06

2007

2008

2010

Classical proportions and elegant photographic styling creates an atmospheric, painterly impression. Food and art in harmony.

2012

2013-17

2020

2022


2010 Food Engagement

1998

2001

2003

2004

2005-06

2007

2008

2010

A floating panel pack architecture enabled greater photographic freedom and enhanced food values with atmospheric food styling.

2012

2013-17

2020

2022


2012

Beyond Photography

1998

2001

2003

2004

2005-06

2007

2008

2010

Pushing the boundaries of hand lettering and illustration added a new dynamic to this iteration. Always pushing boundaries.

2012

2013-17

2020

2022


2013-17

Undoubtedly the most expansive evolution of Finest* to date, giving broad artistic scope for expression of sub-range personalities.

Artisan Attitude

1998

2001

2003

2004

2005-06

2007

2008

2010

2012

2013-17

2020

2022


2020 Core Values

1998

2001

2003

2004

2005-06

2007

2008

2010

Design aesthetics can be cyclical. This iteration is respectful of the core values that heralded the inception of Finest*.

2012

2013-17

2020

2022


2022

After two and a half decades, Finest* remains Tesco’s flagship, bringing a halo to the store for special occasion every day. A true design and retail icon.

Continuing Journey

1998

2001

2003

2004

2005-06

2007

2008

2010

2012

2013-17

2020

2022


2024

Brand Guardians We take pride in every project, whether the client is a global brand, an international retailer or a start-up business. The key to great client relationships is being honest, industrious, and empathetic, coupled with a large helping of creativity. Working with Tesco on its Finest* brand has required all of the above and more.

Great brands bring out the best in designers and designers bring out the best in great brands. It’s that simple!

1998

2024

Our 25+ year relationship with Finest* has culminated in P&W winning 40 design and brand marketing awards


I have been leading the P&W Tesco Finest* team for a large part of my career and it has proved to be one of the most challenging and rewarding projects I have worked on. It has encapsulated the best skills and insights that we could offer. We pride ourselves on our work and giving brands a voice, we think our relationship with Finest speaks volumes. SIMON

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Thank you for your time P&W would love the opportunity to work with you on any forthcoming projects. Please get in touch if you have any future requests or questions.

H O L LY

Business Development Manager

Call us +44 (0)20 7723 8899

Email us holly@p-and-w.com

Drop by 21 Ivor Place, Marylebone London NW1 6EU

www.p-and-w.com


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