Tesco Finest* was the UK's first premium retail brand range, launched in 1998 as part of Tesco's 3-tier own brand strategy: Good, Better, Best. The new "jewel in the crown" was Finest*, the retailer's "Best" positioning...

The initial Finest* range consisted of around 130 restaurant-quality food products, including Salmon escalopes with champagne sauce and quail stuffed with pistachios. Within a short timeframe, other retailers woke up and realised that Tesco had taken a giant leap forward and they were getting left behind. As a result, Finest was, and continues to be, mercilessly copied by competitors and retailers across the globe.

It’s been P&W’s challenge to help Finest* stay one step ahead.

In fact, since its inception, P&W has been involved with every phase of its development. It is now the UK's largest grocery brand with a turnover in excess of £1.4 billion.

Our creative strategy from the start has been to keep Finest* ahead of the game with constant design evolutions, sometimes subtle and sometimes decisive, but always confident and assured. 

As well as its commercial success, P&W's Finest* work has won over 25 international design and marketing awards, including Mobius, The New York Festivals, Gramia, Pentawards, PLBuyer, and Clio (including best in show).

P&W's creative input has been instrumental in the evolution of the Tesco Finest* brand over the last two decades. Our focus on form, photography, and typography has kept the brand ahead of the game and elevated Finest* products beyond being a commodity to ensuring they are essential purchases for shoppers; desirable yet affordably aspirational.

P&W's continued investment in the Finest* brand has ensured its status as the number-one grocery brand in an ever-changing and challenging market.

1998- Inception

Tesco Finest* was the UK’s first premium retail brand range. The “jewel in the crown” of Tesco’s unique 3-tier strategy was adopted in 1998.

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2001- First Evolution

As the brand matures it gains confidence, creating opportunities for seasonal sub-ranges of core Finest*.

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2003- Focus on form

Meticulous typographical crafting is augmented by explorations of physical packaging.

2004- Enticing Imagery

Daylight photography became the signature styling principle behind the 4th evolution of the range. Style and simplicity were in harmony.

2005-06- Confidence

Confidence in the ingredients' quality was the inspiration behind parallel photographic styling. Each product tells its story.

2007- Authenticity & Provenance

Authentic recipes have always been an essential means of communication with Finest* customers. The origin of cuisine creates culinary romance.

2008- Art inspiration

Classical proportions and elegant photographic styling create an atmospheric, painterly impression. Food and art are in harmony.

2010- Food Engagement

A floating panel pack architecture enabled greater photographic freedom and enhanced food values with atmospheric food styling.

2012- Beyond Photography

Pushing the boundaries of hand lettering and illustration added a new dynamic to this iteration. Always pushing boundaries.

2013-17- Artisan Attitude

Undoubtedly the most expansive evolution of Finest* to date was from 2014-17, giving broad artistic scope for the expression of sub-range personalities.

2020- Core Values

Design aesthetics can be cyclical. The 2020 iteration is respectful of the core values that heralded the inception of Finest*.

2022- Continuing Journey

After two and a half decades, Finest* remains Tesco's flagship, bringing a halo to the store for special occasions every day. It is a true design and retail icon.

Tesco Finest packaging design by Pemberton & Whitefoord LLP

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P&W take pride in every project, whether the client is a global brand, an international retailer or a start-up business. 

The key to great client relationships is being honest, industrious, and empathetic, coupled with a large helping of creativity.

Working with Tesco on its Finest* brand has required all of the above and more. Great brands bring out the best in designers and designers bring out the best in great brands.

Click here to take a look at our Finest* case study.

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