Tesco worked with The Chase, Ustwo and ChauhanStudio to create Hudl2

With Tesco’s updated tablet, Hudl2 released last week (3 October), it has been revealed that The Chase, Ustwo and ChauhanStudio were the agencies who worked with the supermarket.

The trio of agencies worked collectively to make the tablet’s physical and digital experience appear seamless to the customer, contributing across a wealth of disciplines, from brand world development to app design, iconography, industrial design and packaging.

Aaron Lee, head of connected products for Tesco said: “As a team we wanted Hudl2 to be a significant step on from Hudl1 in every conceivable way, and to do that we needed an edge. Both our creative partners and our ways of working with those partners gave us that edge. To connect so regularly, openly and collaboratively with a group of forward thinking creative teams has made all of the difference to a piece of work that we all care very deeply about getting just right for Tesco customers. We’ve worked together, with a shared vision and an equal passion for the end user of this great device and the results really speak for themselves.”

Digital product and design studio Ustwo worked at both the app and operating system level to create a simple set of child safety tools.

The Chase took the refreshed brand strategy and led the development of a new brand identity guidelines document that included tone of voice direction, a broader colour palette and customised typeface.

Martin Lawless at The Chase said: “The project has been a great example of how complex challenges that layer in brand, product and experience – online and offline – need to be handled now. An open and collaborative spirit between teams of different skills, has all helped produce work we feel has broken new ground in a sector that needed a fresh approach. We are delighted to have helped bring out Hudl’s potential and we are confident it will really connect with consumers.”

ChauhanStudio were responsible for working with the Hudl team on industrial design, to create a physical design that embodied Hudl brand values.

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