TESCO BACKIT
POSITIONING • VISUAL IDENTITY • VERBAL IDENTITY • MARKETING APPLICATIONS
TESCO BACKIT WAS A CROWDFUNDING PLATFORM AIMED AT HELPING SMALL BUSINESSES GAIN VITAL FUNDING TO BRING THEIR PRODUCTS TO MARKET
BACKGROUND
Tesco's image woes, especially with smaller suppliers, made it crucial for Back-It to be a trustworthy platform where small food and drink firms could share their stories and launch their products.
SOLUTION
When shaping BackIt's identity, it was vital the brand came across as genuine and unpretentious, making its verbal identity key. It was also essential that BackIt's branding aligned with Tesco's brand structure, feeling like it stemmed from the retail giant while maintaining its own character; BackIt needed to spotlight its suppliers, who were at the heart of the entire initiative.
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