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P&W were selected by Tesco to create a new retail brand for the company’s entry to the USA, including private-label packaging, in-store communications, POS and other executions such as staff uniforms and branded livery.

Tesco selected P&W to create a new retail brand for the company’s entry to the USA. Recognising the differences between the US retail sector and its home market, Tesco chose to develop a bespoke format, rather than import the UK offer.

To provide a genuinely differentiated proposition, the decision was taken to open a chain of stores in the greater Los Angeles area, away from large superstores, using the name Fresh & Easy Neighborhood Market.

A further innovation was to stock a smaller range than competitors. Working in partnership with marketing agency Deutsche, P&W developed the brand holistically, defining values and personality before progressing to design.

P&W created private-label packaging, in-store communications and POS, and other executions such as staff uniforms and branded livery. The design solution reflects the core tenets of Fresh & Easy: Honest, Good Value, Straight Talking, Healthy, Easy to Shop.

To reflect these tenets, the design of both packaging and POS needed to be clean, single-minded and engaging. Rather than creating a monolithic identity, P&W developed a visual “glue” based on three key principles: clarity, food values and authenticity. These are articulated according to simple guidelines: show the product where possible, emphasise freshness and ingredients through photography, and where there is a compelling product story, communicate it on-pack.

This system ensured that the range was sufficiently diverse to engage shoppers’ attention, whilst at the same time remaining faithful to the brand promise. In-store communications are friendly and approachable, with a sense of humour. The staff uniforms, with their visual pun on aprons, exemplify this lighter side.

The different elements of the Fresh & Easy brand created by P&W combine to deliver a consistent brand experience.

80% of customers interviewed when leaving Fresh & Easy stores said that the reason they shopped at Fresh & Easy was due to the private-label range. The performance of the range enabled Fresh & Easy to pursue an aggressive store-opening policy and raise the retailer’s profile in the great Los Angeles area.

AWARDS

American Graphic Design & Advertising Awards
American Packaging Design Awards (GDUSA)
Brand Packaging Awards
DBA Design Effectiveness Award
Dieline Awards
HOW International Design Awards
Marcom
Pentawards
PLBuyer
Store Brand Decisions Innovation Award
Vertex

Neighbourhood Market Range | Fresh & Easy

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