Tesco Finest redesign
Honey
Executive summary
Tesco Finest* is, at £1.2 billion,
The biggest brand in Britain
But though regular tweaks to its presentation since launch in 1998 had kept it of interest (51% of Tesco customers bought Finest* at least once a month), recent economic times were changing attitudes; consumers now needed clearer justification for paying a premium. There needed to be tangible proof of quality to achieve engagement.
OLD DESIGN (NOT BY HONEY)
The Finest* identity was seen as very slick and sophisticated, but dated, missing the connection that others, especially M&S and Waitrose, had achieved. Others...