Following a visual audit, BDI member CampbellRigg—the award-winning strategic branding, retail interior design and graphic communications agency—was asked by client Tesco Stores to develop a branding programme to differentiate their business in today’s global marketplace.

The agency created a new brand ‘look and feel’ through a more customer-focused instore experience, which involved creating the overall brand environment in two formats: a new Accrington hypermarket store and a new Welshpool superstore and petrol forecourt. They also produced design treatments for city centre and convenience store formats.

CampbellRigg’s work included interpreting Tesco brand expressions into new 2D and 3D designs emphasising Tesco philosophy and values, and their engagement with the local community and environment. This featured interior & exterior design for all signage and point-of-sale communications, lighting systems, merchandising systems, café, shop fronts, landscaping and car park. CampbellRigg created impactful signage and entrance area treatments, planned the customer journey by devising a ribbon-style signage design linking key departments and aiding navigation, and devised visual merchandising and lighting systems solutions to improve product appeal.

Tesco’s independent research measured customer reaction to the completed stores in December 2010 and April 2011. The feedback was ‘positive’ in relation to emotional engagement, and was seen as a real step forward in functionality and creating a shopping experience that aligned with fundamental customer expressions—a warmer, friendlier and appealing-to-all store.

CampbellRigg’s client portfolio includes Argos, Asda-Walmart, Bacardi, Barclays, Blockbuster, Country Casuals, Hamburger Sparkasse, Harrods, Harvey Nichols, Lloyds TSB, Port City, Tesco and Unilever.