No TV Dinners – Just Desserts!

Derrick Lin


Designed by P&W, United Kingdom.

Following a nationwide competition on ITV’s ‘This Morning’ tv show to discover a homemade dessert for Tesco – P&W were asked to design the packaging.

The winning dessert by Zoe Williams from Caerphilly, Wales was inspired after looking into Tesco’s top-selling desserts, crumble and cheesecake – and then combining the two!

Whilst travelling Zoe broke her pelvis and back and spent many hours at home, and whilst recuperating she decided to try her hand at baking.

The packaging by P&W followed This Morning’s established guidelines but we softened the look and feel by using a subtle background that suited the homemade quality of the product also complimented by the natural shot by specialist food photographer James Murphy.

The dessert will be sold for a limited period at Tesco, with all profits donated to Tesco’s charity of the year, the Alzheimer’s Society and Alzheimer Scotland.
Editor’s notes:

P&W was founded in 1987 by current directors Adrian Whitefoord and Simon Pemberton.

The company has offices in London and Los Angeles, and services clients around the world, including Tesco, Ferrero and Healthy Food Brands in the UK, Fresh & Easy Neighborhood Market in the USA and Seicomart in Japan.

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