Branding agency, Coley Porter Bell has redesigned Tesco’s ‘Free From’ range, giving it a modern look set to be rolled out from next week.
Coley Porter Bell had been tasked with creating a design that communicates the idea that the ‘Free From’ products are "free from compromise", something it says it has achieved with fresh food imagery providing natural quality cues.
It also introduced colour navigation across the range to make it easy for consumers to identify which allergens each product is free from.
Stephen Bell, Executive Creative Director at Coley Porter Bell, commented, "We have established a stronger identity for the Tesco ‘Free From’ range."
He added that as the free-from market is growing, the design company wanted to lead market perception, and it was important for it to produce an identity that is on trend.
"The bold and vibrant colours give the products stand-out on shelf, and in turn, facilitate the wellness way of life by offering consumers the best options that will normalise a medical condition," he said.
Designer Manager at Tesco, Caroline Abel said, "The new design created by Coley Porter Bell demonstrates how it has put customer needs at the centre of ‘Free From’ brand by helping consumers navigate the range whilst driving the taste and quality cues.
"They have delivered a contemporary design that will help Tesco’s ‘Free From’ range deliver against its brand objectives."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan. To subscribe to ESM: The European Supermarket Magazine, click here