This document provides information about P&W Design Consultants, a branding and packaging design firm with 20 years of experience. It discusses some of P&W's client projects, including rebrands and packaging designs for brands like Tesco, Fresh & Easy, and Seicomart. The document also notes that P&W has won over 60 international awards for its designs and was voted Agency of the Year in 2007 and 2009. It provides examples of P&W's work through images and descriptions of packaging designs.

1. ould like to say hajimemashite...

3. These are challenging times for brands, whether they are national brands, international brands or private brands. However those brands that
survive global economic challenges will emerge stronger and more dominant within their sector.
For any brand to be successful it needs to understand consumers. Companies need to think their way out of difficult trading climates not just
buy their way out with expensive marketing programmes and advertising campaigns. Design is the most cost-effective form of marketing
because it can entice consumers into stores then persuade and excite them once they are in the shopping environment.
P&W has 20 years experience in the creation and development of brands. Working on international brands such as Ajax (Colgate Palmolive)
and Piat D’or, UK retailers such as Tesco and M&S and internationally for Fresh & Easy (USA), Emmi (Switzerland) and Seicomart (Japan).
Our designs have won over 60 international awards. We have been voted Gramia Agency of the Year 2007 and 2009 by The Grocer magazine.
Our relationships with our clients are based on mutual trust, understanding and a determination to maximize the potential of their brands.

5. The following pages show some of our award winning designs, a glimpse of the Fresh & Easy
range and a selection of recent projects that we hope you will find of interest.

6. LOSELEY ICE CREAM
Loseley is an English premium ice cream brand that
desperately needed revitalising. The solution was to go
back to the origins of the brand, to use portraits based on
the pictures hanging in Loseley House. At first look they
appear deadpan but closer scrutiny reveals that they were
all painted enjoying Loseley ice cream.
Graphis
©P&W Design Consultants

7. TESCO TORTILLA CHIPS
Packaging design for a new range of Standard Tesco
Tortilla that communicates the flavours and Mexican
origins with wit. The Bandito creates a generic icon across
all packs with subtle humorous ‘ideas’ relating to product
type e.g. Hawaiian shirt, sunglasses and mobile phone for
the ‘Cool Charro’ or a fire extinguisher, water bottle and
red cheeks for the ‘Chilli Charro’. Strong colour coding
enhances the flavour variants for strong shelf impact.
©P&W Design Consultants

8. TESCO INGREDIENTS
Packaging for an extensive range of cooking ingredients.
The concept was to display a recipe card on each pack
suggesting how the product may be used.
©P&W Design Consultants

9. TESCO FINEST* CHOCOLATE
P&W has been guardian of the Finest* brand for over a
decade, but this evolution was the most significant in
recent years. It included this sub range of premium Swiss
chocolate bars, based around shipping crates, reflecting
the exotic origins of the cocoa bean. The crates were
distressed, communicating the long heritage of cocoa.
They are brightly coloured to differentiate within the
range and also to stand out from competitor brands that
are generally dark and understated.
©P&W Design Consultants

10. VERACRUZANO MEXICAN RUM
A new premium rum from Veracruz in Mexico. Sold primarily
duty free, it had to stand up against more famous brands
from the Caribbean. We played to its USP. Its origin. The
brand is infused with imagery of rum, conquistadors and
pirates from the historic Mexican port of Veracruz.
©P&W Design Consultants

11. BAMBARRIA TEQUILLA
A premium Mexican tequila that didn’t look premium.
BEFORE
Primarily sold at duty free, it needed to compete with
more famous brands. The packaging wasn’t working hard
enough. It was recessive and lacked credibility. By digging
into the past we found credibility for today by making
Bambarria THE Mexican Tequila.
©P&W Design Consultants

12. PLJ CITRUS JUICE
A tired brand that needed reviving to make it fresher,
BEFORE
more confident and visible. The solution was to stay true
to the brand, evolution rather than revolution, building on
past equities.
©P&W Design Consultants

13. THE FRESH & EASY BRAND
Tesco went Stateside with their new Fresh & Easy concept
for small format stores, selling own-brand products
alongside brand leaders. P&W were asked to look at their
branding and ambient packaging.
By establishing strong values that focused on freshness,
authenticity, and origin, we created a confident brand that
could compete directly with both in-store competition and
other retailers.
Design
Effectiveness
Awards
©P&W Design Consultants

14. F&E FLAVOURED WATER
Freshness was the key value to communicate, this was
achieved through meticulous art direction of beautiful
product and ingredient photography, as demonstrated on
these flavoured water packs.
©P&W Design Consultants

15. F&E TORTILLA CHIPS
One of our designers used the graphics they saw while
travelling around Latin America as a backdrop to these
tortilla packs. The illustrations were created with the help
of local Latin illustrators for added authenticity.
©P&W Design Consultants

16. F&E PANCAKE MIX
When a product looks really delicious, show it how it is.
There is no need to oversell or add unnecessary clutter.
©P&W Design Consultants

17. TESCO JAPAN PB PACKAGING
Our relationship with Tesco has been built over more than two
decades. In 2009 we were asked to develop a “look and feel” for
Tesco Japan private brand packaging, synchronising with the
forthcoming launch of Tesco stores based in the Tokyo region.
The success of our response depended on our ability to blend
confident retail branding with a respect for cultural influences
and subtle competitor design cues.
We achieved this by introducing Japanese creatives and account
handlers into the team, working seamlessly with designers that
had the greatest experience in working with UK retailers. We
created more than 180 sku’s in just four months.
©P&W Design Consultants

18. SEICOMART REBRANDING BEFORE
Seicomart is a Japanese retailer with 1,000 to support their in-house design team, making
stores based in Hokkaido. P&W has worked sure that their new branding is functioning
successfully with Seicomart for 15 years and effectively and consistently. The brand must
has designed numerous packaging ranges as continue its evolution, it should never remain
diverse as fine wine to canned coffee. static. We will also be directly involved with the
During 2010 we have worked on a still development of their PB packaging in 2011.
broader brief that has encompassed corporate We believe that applying our experience
identity, store facias, interiors, point of sale, of UK retailing can be highly beneficial when
vehicle liveries, uniform, as well as identities working with international clients and we
for their group companies. look forward to developing this aspect of our
We continue to offer our consultation service business over the coming years.
©P&W Design Consultants

19. ord
Whitefo
Adrian
9
23 889
)20 77
+44 (0 23 6131
)20 77
+44 (0 d- om
and w.c
info@p-
Pemberton & Whitefoord Ltd Simon Pembe
Established in 1987 rton
Employees: 20
Turnover: 2008-09 £2.3million
We specialise in the creation and development
+44 (0)20 772
of brands, retail brands, packaing, identity, +44 (0)20 772
3 8899
literature, pos and web design 3 6131
info@p-and-w
.com
www.p-and-w.com
member

20. ord
Whitefo
Adrian Akiko Morita
9
23 889
)20 77
+44 (0 23 6131
)20 77
+44 (0 d- om
and w.c
info@p-
+44 (0)20 772
3 8899
+44 (0)20 772
3 6131
akiko@p-and-
w.com
akiko@p-and-w.com
Simon Pembe
rton
+44 (0)20 772
3 8899
+44 (0)20 772
3 6131
info@p-and-w
.com
www.p-and-w.com