The redesign covers food and non-food lines and is based on a three-tier structure, labelled Standard, Luxury and Finest.
All food packs will carry a star background, but this changes colour to reflect the tiered positioning, with red for Standard, gold for Luxury and silver for Finest.
Simon Pemberton, P&W founder, said: "As essential part of the brief was to deliver consistency of quality and design to such a large and varied product range."
Part of the remit, according to Tesco head of design Jeremy Lindley, was that the design was easy to locate in store.
"Christmas is a pressured time of year for our customers, they want a design which is easy to find and shop. Our customers asked us to deliver solutions to make Christmas easier, and a classic approach to the look and feel," he said.
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