Tesco: Dynamic Aisle

  • Campaign,
  • Design for Print,
  • Design for Screen,

A system to integrate seasonal toolkits with everyday communications

Building unity into Tesco communications guidelines

Tesco's communications are vast, fast and unfortunately — were suffering from a bad case of the inconsistencies. A firm but flexible solution had to be introduced. I led the creation of a comprehensive design system that covered everything from layout and typographic guidance, while introducing the idea of the 'Dynamic Aisle' as the cornerstone of the system — a dynamic logo lozenge that flexes to allow seasonal toolkit integration, partner logos and packshots. This system worked across OOH, display, trade and in animation.

More to follow.


Head of Design





The centred lozenge is best used for endframes and social

The anchored lozenge is best used for OOH and extreme display formats


    • Felipe Serradourada Guimaraes
    • Executive Creative Director
    • Alex Farrall
    • Senior Designer