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.
2001- First Evolution
As the brand matures it gains confidence, creating opportunities for seasonal sub-ranges of core Finest*.
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
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.
