Tesco looks to 'own' allergen colour coding with Free From packaging refresh
Tesco is hoping its Free From range can lead the charge in allergen coding and set an industry standing via a packaging design refresh.
Tesco wanted to give the range, which includes gluten and wheat free products, a more modernised look and lead people to easily identify which allergens each product is free from.
The grocer appointed Coley Porter Bell for the revamp and the branding agency used images of fresh food in a nod to quality and introduced a colour navigation across the range.
“Our ambition is to ensure that Tesco own the allergen colour coding and set an industry standard,” said Stephen Bell, executive creative director, Coley Porter Bell.
“We have established a stronger identity for the Tesco ‘Free From’ range. This is a growing market, we wanted to lead market perception not follow and so it was important that we produced an identity that is current and on trend. The bold and vibrant colours give the products stand-out on shelf, and in turn facilitate the wellness way of life by offering consumers the best options that will normalise a medical condition.”
Coley Porter Bell was appointed by Tesco at the end of 2015.