Tesco Standard Plus Cakes

Derrick Lin


Designed by P&W for Tesco UK.

International Design Consultancy P&W has designed a range of standard plus cakes for Tesco. Inspired by trendy cake shop chalkboards these packs have hand drawn illustrations, which make each pack unique and giving a handmade boutique cake shop feel!

The design emphasizes the use of quality ingredients, hand decoration and personality of the products through ingredients based illustration. The packs speak to the consumer with the friendly approach of “I’ve got my eye on… or I’ll have a slice of”. With a 14 strong pack range from Red Velvet Cupcakes, Chocolate Whoopie Pies, Chunky Monkey Loaf Cake and Toffee Popcorn Triple Layer Cakes this range really stands out on the shelf and has a point of difference from the standard Tesco ranges.

“We are very proud of the new Tesco Standard Plus Cake range. To come up with an engaging and elegant solution that not only stands out at the fixture but also uses the whole of the pack to communicate the quality of ingredients and personality of the product, is testament to the insight and ability of our design team.”