A case study in range branding: How we gave Tesco Finest wines a hallmark of quality
The Finest selection of over 90 wines is Tesco’s flagship own-brand range. Each wine has been expertly crafted for Tesco customers, and is exclusive to Finest. Our task was to create a Finest brand that matched the quality of range.
Harpers Design Awards 2023
Silver Medal Winner
Introducing the new and simplified Finest crest; a hallmark of quality.
The crest is the centrepiece of the Finest strip, that sits below the label as an endorsement, and elevating the label above.
A new silver closure across the range completes the Finest brand and the completely redesigned back labels elevate the Finest story through rich copy and selected imagery.
From capsule to crest,
the Finest branding is
an indication of quality.
The provenance, region and winemaker story are important elements of each Finest wine.
The brief to Barlow & Co. was to highlight and celebrate each wine’s unique character, to give customers a clear ‘reason to believe’.
From the ancient vineyards of Campania, where wine has been made for centuries, to the famous appellations and wineries of France, across classic wine regions and award-winning producers, Barlow & Co. have given each Finest wine a unique and beautiful label design.
90+
different bottles and label design across the new Finest wine range
30%
Finest bottles account for over 30% of all wines sold in stores and online.
Working closely with expert print partners, each bottle has been crafted to feel Finest on-shelf and in-hand.
At every stage of the production process – from detailed artworking through to mockups and print-proofing – Barlow & Co. take great care to ensure quality and consistency for wines that are bottled across the world.
What we did
— Comprehensive range audit
— Brand design and assets
— Creative label concepts
— Artwork and production
The result is a new Finest range of over ninety different bottles and label designs
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