“The brief was to redesign Tesco’s range of fresh cream that covered over 30 lines. The existing design focused on serving suggestions. Whilst inspirational, this made the range very difficult to shop the specific cream type.
The idea behind the new design was to create a quality seal that takes cues from old fashioned dairy cream pots. Bold typography is used to highlight the cream type, this is supported by strong colour coding of the seal that follows sector language. This strong simple idea was able to adapt across the various pot sizes and lids. The design also worked well when applied across range extensions such as Soured Cream and Crème Fraiche. The new design achieves a consistent look across the range, a strong shelf presence and succeeds in making the range much easier to shop.”