Tesco — Icons

In grocery, standing out is hard. Quality is everywhere and the category is full of noise. Tesco needed a fresh way to remind people of the quality of its food.

Make Tesco stand for quality food by making quality food stand for Tesco. Literally.

We rebuilt the Tesco logo using real ingredients from Tesco shelves. Every letter crafted from beautiful, high quality food shot for real and in extreme detail. A brand icon turned into food icons.

131 million impressions

+3% uplift in quality perception

A campaign as iconic as the logo itself