We have designed the seasonal branding for
Tesco’s US chain Fresh & Easy Neighborhood Market. The holiday branding solution
was implemented on their private label packaging, advertising and point of sale
materials, including a holiday guide/brochure and supporting website.
The
holiday packaging range spans all categories impulse, grocery, bakery, dairy,
meat and frozen. A palette of colors was chosen to cover the entire holiday
season, implemented through the striped background. The use of bright,
eye-catching colors expresses the fact that these are seasonal (out of the
norm) offerings. Oranges and purple for fall/Halloween/thanksgiving and red and
green for winter/Christmas, the additional colors used on impulse and gifting
items to round out the color scheme.
Handcrafted scrolls contain fun holiday and celebratory
illustrations. Large windows showcase the products where possible and deliver
freshness.
"We wanted to create a colorful and enticing range of
products that have a gift wrapped feel but still appear fresh and foodie. The
hand drawn holding device and background textures help drive a bespoke handmade
feeling to the range, whilst the hand sketched icons re-enforce the seasonal
message without shouting about it. We hope the range comes across as fun, fresh
and an alternative to the predictable preconceptions of what holiday packaging
should look like, however, still retaining the all important added value cues
you would expect from a holiday range."
