P&W creates festive packaging design for Tesco range

LONDON - Tesco has unveiled the packaging design for its Christmas range, which has been created by agency Pemberton & Whitefoord.

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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