The Tesco Finest wine range is very much the jewel in their crown with 30% Tesco Finest bottles accounting for over 30% of all wines sold in stores and online. Everything was riding on the success of the newly designed range to deliver even more quality through premium materials and finishes to further enhance their positioning on shelf. With so much resting on the launch and to get to internal alignment on final design, Tesco required perfect, final production mock-ups to secure sign off. No small challenge with over 90+ different bottle, label and closure styles and designs across the range.
In creating the production perfect mock-ups - Tesco’s design partner needed an efficient production agency that could expertly manage artwork creation, mock-up creation and the approval process of more than 90 skus against squeezed timelines. To create each individual fully-dressed bottle we needed to understand the design intent of each label, including print specification, closure detailing, foil and emboss areas and substrate properties to ensure accurate reproduction across the portfolio.
Tesco are extremely happy with the expertise and connected process delivered through the project partnerships - resulting in integrated working relationships between design agency, retailer and print production partners. This process has been a great example of how connected expertise elevates delivery of a full redesign of one Tesco’s most critical categories in time for pre-Christmas season launch.
Great care was taken to ensure quality and print consistency for all Tesco Finest wines, bottled at-source worldwide. Now that the final bottles are on shelf, it is very difficult to tell the difference between mock-up and final production bottle – a success all round.
