PandW creates Tesco Smoothie pack

Leading brand design consultancy Pemberton and Whitefoord has created the look for a new range of Smoothies for retail client Tesco.

The front of pack design is based on a typographic creative solution with the word Smoothie filling the available pack space in colours that reflect the contents and ensure shelf stand-out.

On the reverse side of the packs PandW has created a Heath Robinsonesque 'Smoothie Making Machine' which adds to the fun but also conveys a more serious message about freshness and purity.

Adrian Whitefoord, founder of PandW, commented: "This has been a great project to work on as the sector has established a very distinctive style over the past few years with brands such as Innocent and Feel Good.

"Breaking the highly successful visual conventions that have been established has been an enjoyable challenge - we have created a playful language and quirky, charming illustrations to convey the health benefits of the range's natural ingredients.

"The aim was both to personalise the brand and engage the consumer; the range is aimed at the whole family so we decided against any characterisation that could have identified it as a strictly kids' product".

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