Coley Porter Bell was tasked to create a design that communicates the message that the ‘Free From’ range is free from compromise.
h food imagery which provide natural quality cues. Whilst maintaining a clear connection to the original design, Coley Porter Bell introduced clear colour navigation across the range making it easier to identify which allergens each product is free from.
“Our ambition is to ensure that Tesco own the allergen colour coding and set an industry standard,” says Stephen Bell, Executive Creative Director, Coley Porter Bell.
The agency has developed an identity that supports the brand’s proposition and recognises the quality and breadth of range – it’s all about great tasting food that has been developed to be free from key allergens. The new branding is contemporary, eye-catching, and easy to find on shelf and clearly signposts allergens in a consistent way.
Stephen Bell, Executive Creative Director at Coley Porter Bell, adds: “We have established a stronger identity for the Tesco ‘Free From’ range. This is a growing market, we wanted to lead market perception not follow and so it was important that we produced an identity that is current and on trend. The bold and vibrant colours give the products stand-out on shelf, and in turn facilitate the wellness way of life by offering consumers the best options that will normalise a medical condition.”
Caroline Abel, Designer Manager, at Tesco commented: “The new design created by Coley Porter Bell demonstrates how it has put customer needs at the centre of ‘Free From’ brand by helping consumers navigate the range whilst driving the taste and quality cues. They have delivered a contemporary design that will help Tesco’s ‘Free From’ range deliver against its brand objectives.”
Coley Porter Bell were appointed by Tesco at the end of 2015.