Tesco Mobile

Connecting accessibility with credibility.

Facing a quickly contracting and highly competitive market, Tesco Mobile asked us to refresh, refine and amplify its brand. Our aim? Make more of the Tesco connection, improve its tech credentials, and win hearts and minds.

While the initial two aims might appear contradictory, we saw the masterbrand personality as the key to both. Our job was to translate Tesco’s unique Tesconess – and famous helpfulness – into the world of tech. We did it by rethinking what it means to be a supermarket in mobile and reworking core brand assets to surface the techier side of Tesco – one that’s as authentic as it is authoritative.


  • Brand identity
  • Brand system
  • Brand guidelines
  • Brand comms
  • Motion design
  • Ongoing support
Zea Westwick, Brand Lead & Holly Garret, Brand Manager

“Working with MR.D on our brand refresh has been an absolute delight. The process has been seamless all the way. They’ve tackled all our challenges head on, produced work that is fresh and innovative and elevated our brand. The team are collaborative, extremely helpful, and most importantly passionate about the brands they work with.”