Tesco came to Wolff Olins to get their identity back and re-establish their pride so they can start leading the sector again. We helped them simplify their master brand and product brands and amplify what they the do best.
Tesco Finest* was the first to bring a premium food experience to the mass market back in 1993 — since then it has been copied and acknowledged to have created tiered ranges within supermarkets worldwide.
Over the years Finest* had lost its edge and needed to re-instate itself as the icon it once was. With the ambition to reclaim silver, show expertise through story telling it now does more than it used to for a more discerning and educated audience.
Design Director (Lead) — Wolff Olins ©