Tesco will roll-out an all-new packaging range for its organic products as they are shifted from dedicated on-shelf positions to a place alongside the chain’s non-organic products.
The Tesco Organic re-design is being introduced in-store from August 4, with the intention that all products will be in the new design by Christmas.
Although fresh produce will not be at the very front-end of the implementation project, it is very much a fundamental part of the process of enhancing Tesco customer perception of organics, a spokesperon told freshinfo.
The re-design coincides with the introduction of a plethora of new products in the Tesco Organic range, which now includes around 400 lines. The packaging will be produced from recycled materials, as the chain targets its increasingly health-aware Tesco shoppers. The positioning at the heart of the re-brand is“organic and proud”.
The spokesperson added: “Organic food has moved into the mainstream and is now seen as an aspirational choice with people being proud to have the range in their trolleys. The new design also needed to make an impact in-store now Organic is being sold by category rather than a devoted aisle.”
New consumer-friendly imagery, by food photographer Laurie Evans, adorns the black packaging. A visual design code has been created - grass appears on dairy and meat, wheat on bakery and mixed leaves for remaining categories like fruit and vegetables.
The new design is sleek and clean, allowing the food imagery and simple product descriptions to stand out. It also shows Tesco's GDA (Guideline Daily Allowance) nutritional information clearly on the front of pack.
Jeremy Lindley, head of design at Tesco, said: 'Organic is a very important part of Tesco's range. Increasingly our shoppers are very health-aware and the premium aesthetic of the new look and feel reflects this increased pride in shopping organic.'
Adam Ellis, design director at design agency Coley Porter Bell, added: 'We learnt that the visual cue most people associate with organic produce is lush green foliage. Using this insight we completely wrapped packs in beautiful and emotive greenery that, when married with black, gives a striking identity which works on a functional level and creates desire.'
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