The name, Whoosh, is ‘the sound of expediency’. It’s a bit of a break from Tesco’s traditional naming style, but crucially, still speaks the same everyday language as Tesco customers up and down the country.
Early testing showed that the name had cut-through: while it initially struck customers as awkward, they immediately associated it with speed, remembered it – and grew to like it.
Visually, the identity uses all the key elements of the masterbrand. The palette is Tesco Red, Blue and White. The typeface is Tesco Modern. The voice is simple, real and energetic.
Cut-out imagery celebrates the freshness and quality of the products, while integration with type – an approach that’s unique to this service – creates a sense of playfulness that matches the attitude of the name. Crucially, it’s also a technique that works well across print and digital formats.
Elsewhere, full-bleed macro imagery celebrates the meals and moments that this type of product will turn into (more on which later).
The other key asset is the cut-out scooter – this ties the creative approach back into Tesco’s other ‘groceries at home’ services (which are represented online via their mode of delivery) while instantly signalling to customers that this is about smaller baskets and quicker delivery times.