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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JAMES
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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