Design Management for Tesco

Unite a Global brand within the Asian Market

Design management

Working as design manager, together with the country brand managers of Malaysia, Thailand, South Korea, and China, to create all packaging design for Asia regional products.

  • local markets benchmark analysis
  • design direction and design briefs
  • photography and iconography direction
  • budget forecasting
  • print quality and time control
  • recruiting new design house and artwork talent

The key to Regional Design Management is; work that requires a huge understanding of the importance of a global brand image as well as the need to achieve authenticity in the local market. The challenge is how to make negotiate between countries and balance the impact of all aspects in a very limited time, to final a packaging design to make every party happy.

Managing the design, and artworks, of nine different category packaging for the Tesco Standard and Everyday Value range within the Asia region:
Tesco Love Baby, Instant Coffee, Canned Food, Health and Beauty Cotton, Pet Food, Creamer, Frozen, Asia Tea, Household Chemical. Taking them from market research, thru analysis, concept, design development and finally to global team and local market approval within the year.

A selection of new project developed for Asia Markets

Asia Canned food range

Canned and Ready Meat range

Canned Fruit range

Everyday Value Range

Asia Pet food range

Aligning different Pet packaging designs, from the UK, Malaysia, and Thailand, to create one design for all regions. Then extending the Pet food category to include Pet Treats and snacks using the same principle.

Thailand, Malaysia, UK packaging vs new Asia regional pack

Final Asia Pet Packaging Design

Proposed extended Pet range

Marketing Comparison

And More…

Instant coffee for Asia Region

Creamer for Malaysia market

And all the Everyday Value ranges

All work completed while working at Tesco Asia Headquarters – Malaysia