ABOUT
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