Fresh & Easy
Tesco, the world's #3 retailer debuted its new “Fresh & Easy Neighborhood Market” venture this week opening stores here in Southern California. With 30 stores set to launch by the end of 2007, the effort required not only logistic plans to open physical stores, but also required engaging top agencies to take on the mammoth design project and make the launch a success. Deutsch Los Angeles and UK brand consultancy Pemberton and Whitefoord (P&W) were brought in more than 18 months ago to complete the team. Once everyone was engaged, the three firms worked together to create a brand launch that addressed communication touch points that included everything from brand identity to store design to branding more than 1,500 products, creating employee uniforms and even building a 10,000sf “mock-up” test store.
Fresh & Easy opens with more than 1,500 branded SKUs, each of which needed its own package design. Therefore, P&W and Deutsch LA collaborated to tackle the task. P&W designed packaging for 600 grocery SKUs across 70 product families, while Deutsch LA developed packaging for fresh and frozen items. Continue reading below to see dozens of items that were designed!