COP3 Practial Element - Rationale

Jane Hansesgaard

OUGD601 Context of Practice

Practical Element

RATIONALE

CONCEPT At the start of doing research for my dissertation I had planned to re brand Tesco’s Everyday Value range for my practical piece. However, as I approached the end of my dissertation and especially informed by the primary research I undertook, it became clear that basing my practical element only on the re brand of this range would not demonstrate what I had concluded.

The brown stock brings a very organic and ‘nonsupermarket’ look to the market, which is another point of difference to ‘The Big Four’. I wanted to celebrate the long history of Tesco which is why I have added the year it was established. For the consumer this will help to instill more respect.

My topic for my dissertation is ‘Why do we choose certain brands over others’ - ‘Is the rise of supermarket’s own label changing our shopping habits?’

I have concluded that packaging and branding alone is not the only determining factors.

I feel very happy with the outcome of the design and fairly happy with the execution. Much consideration has gone into getting the design to sit exactly at the level I wanted. Out of Tesco’s ‘Good-Better-Best’ offer it is what is classified as ‘Good’, however, the current branding communicates cheap and bad quality. I have discovered in my research that improved branding on own labels can help to lift sales considerably.

Comparing the old branding with my new branding I feel confident this is a much improved approach.

It positions the brand alongside Waitroses’ Essential range in terms of design. It is neutral and friendly and should work to engage consumers without feeling they are buying the very cheapest they can get.

I have taken a three-way approach to a new concept for Tesco.

First Element - Re brand of Tesco identity I have introduced a new logo and colour scheme.

I feel this has been successful and that the more sophisticated colours and stripped back design both brings the design up to date, but also very importantly links back to the heritage of the brand, which started out with a familiar look. Given more time I would have like to propose more examples of application such as the in store category signage, point of sale and staff uniforms.

Second Element - Tesco’s Farmer’s Market.

This is a monthly event where farmers and suppliers come and set up an outdoor market in part of Tesco’s car park and sell their produce. This is a joint effort from Tesco and suppliers to visibly join forces and ‘invite’ consumer into their world to create more of a family environment. This is also a response to some of my research that customers want more visibility and transparency. Like Waitrose is successfully getting their point across regarding ‘championing British’ which means a lot to many people. This is Tesco’s unique way of openly showing they support local suppliers. I screen printed paper bags for this, which did not turn out as well as I had hoped in terms of execution. I am very happy with my design on the bag, which I deliberately have made in such a way that it can be used to promote the events on posters around town.

Third element - Re-brand of Everyday Value

Overall I am happy with my practical element. As always I would have liked to elaborate further, I feel there is a lot more that I could do to communicate Tesco three big ambitions.

THEORY In terms of theories I have build on Klein’s beliefs of how important familiarity is in a brand and this leads into Olins views of a brand only being worth what it means to us as people, which Tesco’s current situation is a proof of. Our needs for respect, feeling cared for and understood as Packard talks about, I feel will be met through the elements I have proposed.