Tesco - whose three-level private label strategy is emulated by many retailers – had been paying scant attention to the graphic identity of Tesco, its core range brand. Although its premium private label, Tesco Finest, was the subject of much attention – and was widely copied by specialized department stores in France and in Switzerland, the private label, Tesco, particularly in Beauty products, stayed very basic (as is the case among a large number of distributors):
The situation has changed. Tesco has completely revised the graphic identity of this range. The outcome is even likely to reawaken a desire around this private label - a true stylistic harmony has been introduced, endowing the brand with a real personality, using modern colours, white, transparency - and the impression that it has been upgraded.
At the same time, Tesco introduced a range of hair-styling products called "ProFlex"- where we actually witness the building of a brand - modelled on what Boots has been doing for a long time. One can only regret that Tesco did not pursue this approach to the end – using Tesco simply as a brand "guarantee".
Tesco therefore still has to completely redesign its entry-price private label range that now has graphics so reminiscent of the Soviet era. We can wager that this development will be widely emulated: someone should decide to take the risk!