ABOUT

The finest brand is worth an estimated £1.4bn and the supermarket has announced that it was the “biggest investment in the brand since it began 15 years ago”. Over 12m finest products are eaten in the UK every week.
The brief was to work collaboratively with four other roster agencies on the complete redesign of Tesco’s finest brand. Each agency was given various categories.
There were no fixed rules with regards to design systems or typography, but there was an understanding that the categories needed to be part of a family through the use of the new finest logo on a predominantly black background.
In addition, each category was briefed to look and feel artisan and to stand alone with an emphasis on the unique aspect of each range of products through provenance, flavour, quality and authenticity.
Our categories included the entire ranges of frozen, fresh meat, fish & poultry, baked morning goods & breads.

We created designs for over 481 lines in just 26 weeks.