This project was a live brief set by the London ad agency Identica, we presentedour concepts to the CEO of Identica. The brief was to define a messaging strategy that builds on Tesco value adding a warmer and friendlier tone of voice. Our strategy was to create emotionsand feelings between the consumer and the brand. Effectively by creating a friendship. By using the images shaped as the symbolof a heart we feel we have kept on brand and connected withthe consumer. We did this by designing in-store communication, a brand wall, vehicle advertising and club card designs.