Tesco has redesigned its Finest Coffee range with a new design strategy and packaging. The British supermarket giant roped in global branding and design agency Coley Porter Bell to bring back liven up the product.
Coley Porter Bell said they drew inspiration from the brand’s promise Every Little Helps. The agency created a new design strategy and packaging to celebrate every detail that makes each product delicious and special – details that help elevate everyday moments and make premium democratic.
Sam Stone, creative director of Coley Porter Bell, believes coffee is no longer a functional commodity-based purchase. “Customers have so much more appreciation and knowledge about the variety of individual flavours, blends, and tasting notes in this category, so our ambition was to craft an expressive range design using evocative product names and rich, and engaging bespoke illustrations to drive shelf standout and celebrate the uniqueness of each individual blend.”
Caroline Kelly, head of design and packaging at Tesco, said the rebrand aligns with the philosophy of the Tesco Finest range, which promises affordable luxury that elevates everyday moments. “Our beautiful, bespoke designs nod to flavor and provenance, all whilst achieving standout on the shelf that is so important to attract and keep our customers in this evolving market.”
The new look champions the details that make the Finest Coffee range uniquely delicious. It embodies the six flavors Colombian Supremo; Kenyan; Machu Picchu Peruvian; Sumatran; Morning Ritual; and Sunset Hour. Artist Tom Abbiss Smith created bespoke illustrations, capturing the individuality of each coffee. Each design evokes the blend’s unique offering and accentuates tasting notes, occasion, and provenance. The bold, vibrant visual style makes it exciting.
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