Tesco: Fresh and Easy
Designed by Deutsch, LA the new identity for Tesco’s US chain ‘Fresh and Easy Neighborhood Market’. However, it’s not quite as fresh as it should be. Here are IK’s thoughts:
“The name, well kind of familiar. Perhaps this isn’t a problem with Wholefoods taking over fresh & Wild, but it still feels like a ‘me too’ name. The identity doesn’t sing fresh and easy, although it does look cheap, or would inexpensive be a nicer word?”
Notes