Posted by
Zoe Perkin,
December 5, 2024
Tesco’s new Icons campaign strips back its visual identity, replacing the letters T, E, S, C, and O with vibrant food photography, such as a fried egg and a beef tomato. Only Tesco’s iconic chevrons and the strapline “Every little helps”remain to connect the bold design to the brand.
Developed by BBH London, the campaign highlights Tesco’s confidence in its brand equity. “You need icon status to play with your logo like this,” says BBH’s Felipe Serradourada Guimaraes. The abstract approach codifies each food to the letter it replaces by name, showcasing Tesco’s creativity and focus on quality.
By letting the food take center stage, Tesco proves that sometimes, simplicity speaks volumes.
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