Tesco’s US chain, Fresh & Easy Neighborhood Market introduces a range of sandwich cookies. Designed to showcase the chocolate and vanilla varieties, each package features an illustrated outline of the cookie’s shape, detail and molding next to a glass of cold milk. Fresh & Easy clock logos (‘clapples’) are baked into the cookies to further enforce brand identity. “In a heavily branded sector such as cookies, we needed the design to be strong and eye catching on shelf,” says Adrian Whitefoord, partner, P&W Design Consultants. “We felt that our solution was bold and had the personality to compete in category and appeal to customers of all age groups.”

Launch
May 2011

Package design
P&W Design Consultants, www.p-and-w.com