Brief : To produce a catalogue for Tesco Direct, including the development of a brand style, which is modern, lively but with a universal appeal.
Response : Tregartha Dinnie was briefed to produce a proposal for the new, web-based non food operation which was planned by Tesco. Fundamental to this programme was a printed catalogue to compete directly with other non food retailers such as Argos and Woolworths. Our solution won a five way pitch, part of which was a rigorous consumer panel test. The on-going role includes artistic direction, design and brand management as well as production of catalogue pages. The agency developed the format, the grid, the style of photography, the navigation and shop identity as well as the typographic style and tone of voice of the publication. Working with the Tesco.com team, the agency directed the overall synergy between the online offer and the printed page, developing the guidelines for the third party implementation of the design.