Jane Hansesgaard
OUGD 601 Context of Practice
Tesco Re-brand
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Jane Hansesgaard
OUGD 601 Context of Practice
Tesco Re-brand - Background and Concept
Background
Brief Outline
Jack Cohen, founder of Tesco, started his grocery business on a market stall in East London in 1919 after leaving the Royal Flying Corp. One stall soon became more. His first own label product was the Tesco Tea prior to the company being called Tesco. The name originated from the initials of the TE Stockwell, who was a partner in the firm of tea suppliers and CO from Cohen.
Propose a new concept that will clearly communicate Tesco’s identity to regain confidence with their audience. Re-branding of their ‘Everyday Value’ range to sit better in the hierarchy of their ‘Good-Better-Best’ Offer. The resolutions are informed by the theories of Klein, Olins and Vance Packard discovered through the written element.
Today Tesco has 3,461 stores in the UK including franchises. Globally they are represented in 12 countries with a total of 7,599 stores. In the UK Tesco dominates the market with a market share of 28.7% with the closest following competitor being Asda at 17.2%. During the written element it was discovered that ‘The Big Four’, Tesco, Asda, Sainsbury’s and Morrisons, are loosing market share to discounters such as Aldi and higher end supermarket Waitrose. It was concluded In 1929 Jack Cohen opened the first Tesco store in Burnt Oak, that reason for this is that Aldi and Waitrose both have a unique Edgware, north London. The store sold dry goods and the first ever concept that is very clear to the consumer. However, for consumers branded product, Tesco Tea. The 1930’s saw ‘the discovery of the ‘The Big Four’ are all bringing the same offer to the market. consumer’ and Jack Cohen undertook research in North America in the form of ‘self serve’ and decided to venture into self service in 1948 where he opened the first Tesco self service store following this the first supermarket was opened in 1958 in Maldon, Essex.
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Concept
The concept is designed to take Tesco back to its roots and demonstrate a more human identity embracing a new era where the consumers are seeking a point of difference that they can relate to and understand. This is done through letting local farmers and suppliers come in and run a joint Farmer’s Markets Day the first Saturday each month.The purpose is to move perception away from the umbrella of ‘The Big Four’ and for Tesco to show they care about their customers and their suppliers. This is also visible in the new Target Audience / Tone of Voice branding of their Everyday Value range as it communicates that even Middle-class, female and male who are currently shopping at Tesco if you want to save money Tesco still values you as a customer. and people who have moved away tempted by discounters at one end of the spectrum and Waitrose at the other end.
Jane Hansesgaard
OUGD 601 Context of Practice
Tesco Re-brand - New Logo Identity
Quintessential
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Dark Blue
Light Green
British Typeface Gill Sans
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C100 M100 Y25 K25
R40 G34 B92
C50 M0 Y100 K0
R128 G189 B38
Logo
Logo and Slogan
Typeface
Colour Scheme
The new logo takes inspiration in the early branding of Tesco. Whilst this is done to pay tribute to the heritage of the brand, it is at the same time moving the brand away from the rest of ‘The Big Four’ into a more refined and sophisticated direction.
Due to the popularity and brand awareness associated with the current slogan this remains the same, however, represented in an updated identity. The extended ‘tick’ helps to frame the logo and to affirm of the trueness of the slogan.
Gill Sans, an old English typeface dating back to the time when the first Tesco store. Using this typeface is a way of going back to the roots of Tesco and the original values of the brand. It’s open and highly readable glyphs gives it a clean and stripped back appearance helping to communicate trustworthiness and a clear, confident message to the consumers.
The dark blue colour is taking the brand away from the cheap, bright supermarket look to a classic identity designed to re establish their credibility with their audience. The light green colour has been introduced to see a new era of Tesco, where focus will be concentrated on sharing their ambitions and the work they do for society and their environmental care more clearly with their audience.
Jane Hansesgaard
OUGD 601 Context of Practice
Tesco Re-brand - New Logo Identity
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Tesco Clubcard The new logo has been applied to the Tesco club card. The card is transparent which in a subtle way is meant to show the consumers that they can trust their prices as it was discovered during research that consumer feel confused and at times cheated by their offers. The new concept simplifies the point system which now immediately gives 10% on own labels and build up electronic points earned on price matched manufacturer’s brands. Next time customers shop they can choose to use their points as part payment or let them carry over till another time. This system is designed to replace the old fashioned voucher system.
The new logo brings a professional and competent look to the brand. It’s simplicity speaks confidence to its audience. Plastic carriers are designed in a dark green colour which displays the new logo effectively. The introduction of the green colour gives out a more
caring and environmental friendly appeal. The bags are displaying Tesco’s three main ambitions that they work hard behind the scenes to fulfil. It is now time to communicate these messages to the consumers. Different print runs of the bags will contains facts
of what they have achieved in the programs they are running. An Eco version of the carrier bag in Hessian is also available for a small charge.
Jane Hansesgaard
OUGD 601 Context of Practice
Tesco Re-brand - Farmer’s Market
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Jane Hansesgaard
OUGD 601 Context of Practice
Tesco Re-brand - Farmer’s Market
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Tesco’s Farmer’s Market In order to engage more with the audience and give visibility of origin and transparency, as the research suggests consumers are missing, a Farmer’s Market held in part of Tesco’s car parks once a month is suggested. This will tie in with the original roots of the company which started on a
market stall. It will demonstrate a unique point of difference from the other supermarkets and more importantly show that Tesco care about its customers and their needs. Barriers will be broken down, and a much more family feel will replace the identity that has built up over the years.
Paper bags promoting the event are to be given out in the stores in the week up to each market day as well as used during the market. The banners shown above will be put up by the entrance to the stores. In addition posters in town by bus stops will capture any new potential customers.
Jane Hansesgaard
OUGD 601 Context of Practice
Tesco Re-brand - Tesco everyday
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Jane Hansesgaard
OUGD 601 Context of Practice
Tesco Re-brand - Tesco everyday
Goudy Old Style Italic
Gill Sans
White
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz @£&?!%* 0123456789
C0 M0 Y0 K0
ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxz @£&?!%* 0123456789
Logo
Typefaces
Colour Scheme
The name of the range is changed from ‘Everyday Value’ to ‘Tesco everyday’. This is to lose any negative connotation associated with the word value in relation to giving out a perception of the quality being inferior. The use of ‘everyday’ instead suggests the products are essential products needed everyday. The shape of the logo have been carefully considered to take on a friendly, classic and homely feel to connect with the consumer at an emotional level. The addition of faint stripes works to soften the look and adds an element of heritage to the brand.
Goudy Old Style Italic with its soft, curvy lines works well to complement the clean, straight appearance of Gill Sans. Goudy gives the brand an approachable, friendly personality.
The logo is proposed to always appear in white with white stripes at 50% transparency. The block colour in the logo can vary from product to product in order to show the individual products to their best advantage.The product description on the front of the product are dark grey as opposed to black to give a softer look.
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Dark Grey
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Jane Hansesgaard
Visual representation of the product The use of imagery has been chosen to visually represent the products in order to show the consumer as realistic view of the product as possible. Products that are processed such a jam are proposed to show an image of the fruits it contains. Product such as baked beans will show the baked beans. Using images are an attempt to make the product look more appetising and real.
OUGD 601 Context of Practice
Tesco Re-brand - Tesco everyday
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Jane Hansesgaard
Examples of products in the range.
OUGD 601 Context of Practice
Tesco Re-brand - Tesco everyday
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Jane Hansesgaard
Old branding versus new branding. Comparing the two, it is clear that the new branding helps to lift the perception of the quality whilst still sitting carefully in the hierarchy of Tesco’s Good-Better-Best offer. It is proposed that the new Tesco logo in the new typeface is applied to all own label brands across their product offer as displayed in the image with the three jam jars.
OUGD 601 Context of Practice
Tesco Re-brand - Tesco everyday
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