Tesco were looking at upgrading their own label homeware brand in order to lend credibility to their crockery-to-linen, towels-to-candles product range, and to ensure that the brand matched the quality of their product, creating more prestige for Tesco in this area.


Combining qualitative and quantitative research, we worked with target consumer groups to uncover the most motivating and relevant brand strategy for the new offer. Our insight explored every aspect of the brand, from positioning to naming and identity, and the strategic recommendations helped to position the range as the ideal gift choice within the Tesco portfolio – a real test of brand strength in this sector.  


The new brand, Fox & Ivy, replaced the previous Tesco own label for homeware products and was rolled out nationally in 2017.