Tesco Mobile: Creating a stand-out rebrand
In the crowded mobile sector, it’s vital to stand tall amongst giants. In 2007, when Tesco Mobile wanted to establish themselves as a viable competitor to all the other networks, they approached us for a rebrand, since then we’ve continued to work with them to closely guard and evolve the brand.
A harmonious approach
The solution had to sit comfortably alongside all the other brands in the Tesco portfolio so we made that our starting point. We developed brand identity options that stayed true to the values of the core Tesco brand, but had a subtle independence. These went into extensive consumer research and formed a clear route towards the final design: a graphic lozenge to represent the universally recognised mobile signal. We recommended the name remain simply as ‘Tesco Mobile’ to give existing customers reassurance, and new customers belief in a brand they knew. We then created supporting visual language, tone of voice and brand guidelines for inter-agency use.
Our ongoing work
We continue to work with Tesco Mobile, producing in-store promotional campaigns, network guides, literature, merchandising, staff engagement pieces, welcome communications and more… all year round.