Pemberton & Whitefoord has developed the packaging for own-label goods in Tesco's Fresh & Easy stores, which have opened in the US this month.
The London-based agency, which has been designing packaging for the supermarket in the UK for the past 20 years, was involved in the "whole branding exercise" for the stores.
Pemberton & Whitefoord director Adrian Whitefoord said the agency had been working on the Fresh & Easy branding for the past 18 months with two US design groups.
He said the firm had designed more than 600 packs in seven months using a whole gamut of materials and pack types for products ranging from crisps and snacks to preserves, coffee and cereals.
The Fresh & Easy distribution centre in Riverside, east of Los Angeles, will have a solar panel roof and fresh fruit and vegetables will be packaged and displayed without energy-consuming chiller cabinets.
"We also endeavoured to be as frugal as possible in terms of the environmental impact of the packaging," said Whitefoord.
Tesco officially opened its first 1,000sqm Fresh & Easy convenience stores in southern California this month. They will stock more than 3,000 fresh food, grocery and private-label items.
The retailer plans to open around 250 stores by the end of next year and spend £250m a year in the US.
Source: packagingnews
The London-based agency, which has been designing packaging for the supermarket in the UK for the past 20 years, was involved in the "whole branding exercise" for the stores.
Pemberton & Whitefoord director Adrian Whitefoord said the agency had been working on the Fresh & Easy branding for the past 18 months with two US design groups.
He said the firm had designed more than 600 packs in seven months using a whole gamut of materials and pack types for products ranging from crisps and snacks to preserves, coffee and cereals.
The Fresh & Easy distribution centre in Riverside, east of Los Angeles, will have a solar panel roof and fresh fruit and vegetables will be packaged and displayed without energy-consuming chiller cabinets.
"We also endeavoured to be as frugal as possible in terms of the environmental impact of the packaging," said Whitefoord.
Tesco officially opened its first 1,000sqm Fresh & Easy convenience stores in southern California this month. They will stock more than 3,000 fresh food, grocery and private-label items.
The retailer plans to open around 250 stores by the end of next year and spend £250m a year in the US.
Source: packagingnews
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