TESCO FREETIME BRANDING
How do you design a logo that’s both corporate and fun? That was our challenge when we created the brand identity for Tesco Freetime – the ‘fun’ side of Tesco. Tesco Freetime was set up to manage operations for the Tesco Clubcard Rewards loyalty scheme, the Freetime brand had to be fun with a serious business side.
Typography was the key to solving this design brief. Our whizzing ‘e’s break free of the typography, giving a feeling of freedom and excitement. The combination of the formal font containing the hand-drawn ‘e’s, was the solution to producing a logo with two personalities.