We were asked by Tesco to help them develop a new approach to instore communications. Consumers were describing the current experience as cold, clinical and cluttered. Our objective was to put the heart back into the store by developing a warmer look and feel with a stronger, more relevant, communications hierarchy.
By creating clear, ownable, design standards to govern activation of relevant messaging, architectural landscaping and destination emphasis we were able to deliver a visual system that united the experience across the store. We placed focus on raising the standards in key destinations like Bakery, Fresh Food Counters and Health & Beauty. This high to eye communications approach created clearer points of navigation and appropriate levels of inspiration across permanent, semi-permanent and transient areas of the store. The culmination of our work has been implemented across many stores, from small to large, with the recent additions of Tesco Watford, Coventry and Purley.