Tesco gives organic packaging a facelift

by Melanie Godsell, Marketing 11-Jul-06, 12:30

LONDON - Tesco has revamped its organic range to ensure shelf stand-out when the products are moved out of a dedicated organic aisle and into category-specific sections throughout the supermarket later this month.

Coley Porter Bell was responsible for the redesign, which will roll out from 17 July. It is the agency’s first work since joining the Tesco roster earlier this year.

The branding will appear on packaging, which is now made from recycled materials, and on support material including in-store TV.

The supermarket is also rolling out about 50 new Tesco Organic products featuring the branding, bringing the portfolio to 400.

The design features imagery shot by food photographer Laurie Evans on a sleek black background. Grass imagery appears on dairy and meat products, while green leaves feature on the fruit and vegetable offering because, according to a spokesman, most people associate organic produce with lush green foliage.

In addition, photography of wheat is depicted on bakery items while cotton appears on a new range of cotton products, Tesco’s first foray into organic non-food products.

The front of the packaging features simple product descriptions; the food items display Tesco’s GDA figures.

Tesco has a market share of 30% in the organic sector, according to TNS. The supermarket launched its Organic range in 1992.

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