Tesco Core Label Rebrand

Tesco's Core Label packaging lacked consistency across categories, making navigation and recognition more difficult for shoppers. The brief was to create a clearer, more cohesive packaging system that could work effectively across a large and diverse product portfolio.

As one of three designers working within the wider packaging refresh programme, I contributed to the development of new packaging concepts and system principles, exploring visual hierarchy, product communication and brand recognition at the shelf. My role included early-stage proposition development, packaging system exploration and rollout across multiple categories.

Elements of my design route were carried forward into the final system, including the development of a square panel device that helped strengthen brand recognition and create a more consistent visual structure across the range.

My Contribution

• Early-stage proposition development

• Packaging concept exploration

• Visual hierarchy and product communication

• Development of the square panel brand device

• Support with photography guidelines

• Rollout across multiple product categories