Tesco

Naming new supermarket ranges

Tesco was founded in 1919 by Jack Cohen as a group of market stalls. The Tesco name first appeared in 1924, after Cohen purchased a shipment of tea from T. E. Stockwell and combined those initials with the first two letters of his surname. The multinational grocery and general merchandise retailer sells brand name grocery and lifestyle products alongside its own-label goods.

We developed a range name for Tesco’s new premium hair, body and beauty range, as well as a new range name for their existing baby and toddler range. We were able to unify an eclectic product offering of premium own-brand toiletries with a feel-good factor and a scientific quality that communicated the integrity of the range, and move Tesco Baby & Toddler forward with a new name, whilst successfully maintaining recognition of the range.

Project undertaken by Grain previous to the merger with Leidar in February, 2018.