CPB Gives Tesco Range a Lift

Tesco’s new look aims to be ‘optimistic and uplifting’ and the identity features a colour palette of earth tones to reflect the natural ingredients in the products.

17/01/08 Tesco is relaunching its Healthy Living range with a redesign by Coley Porter Bell. The move has been conceived to coincide with the traditional upsurge in New Year’s resolutions to be healthy.

Tesco’s new look aims to be ‘optimistic and uplifting’ and the identity features a colour palette of earth tones to reflect the natural ingredients in the products.

Set against a sunny background, the logo features its existing jumping man illustration from previous packaging. He has morphed into a character going through a series of cartwheeling positions.

The new Tesco Healthy Living identity, which is designed to represent a healthy lifestyle, will appear on more than 200 products including ready meals.

‘The new Healthy Living design fits with the step change in consumer behaviour,’ says Coley Porter Bell design director Adam Ellis. ‘The new identity communicates the sunny outlook, inviting shoppers to choose wisely while enjoying the experience at the same time.’