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Parker Williams creates the new identity and design for the Tesco Loves Baby brand


Parker Williams has been working with Tesco on the launch of their Tesco Loves Baby brand. The brief was to create a strong brand identity with a warm and friendly personality, and to demonstrate the care and attention that has gone into getting the range right for parents and babies.

The Tesco Loves Baby heart is soft, and rounded and is used consistently to unify a disparate and much extended range of products. Individual product stories are developed through a suite of engaging characters and icons, all of which contain the brand heart device. Additionally a range of decorative patterns have been created to incorporate both the characters and the heart and are used flexibly across both pack and product design.

Typefaces are clear, confident and friendly. The chalky nursery colour palatte is contemporary and soft complementing the warm lifestyle photography by childrens’ specialist Tim Marsella.

The visual approach created for the brand by Parker Williams has been extended across pos, website , signage and other marketing communications.