This week, Tesco, the third largest retailer in the world (after Walmart and Carrefour) with more than 2,000 retail locations and 20 million customers worldwide, launched its own tablet: Hudl. Running Google’s Android OS and coming in at 7 inches (and HD) with 16 Gb of storage and a £119 ($190) price it competes in between Google’s own Nexus 7 (£199 / $318) and Amazon’s Kindle Fire (£99 / $158) — also, it sure ain’t no iPad but the iPad is more than double its price at £269 ($430). Hudl will be available starting September 30 in four, Tesco-friendly colors and it will boost Tesco’s own range of digital services as well as its own reward card, encouraging people to shop through the tablet. The new logo and packaging were designed by London-based SomeOne. A national campaign will launch in October, created by W+K.
Gary Holt, Founder & ECD explains “the tablet is becoming an important device in people’s lives, notably family lives, ideal for online shopping, digital entertainment and social networking and as such they are emerging as a ‘retail portal’ of the future. Tesco have responded to this change by launching a tablet that is both great value and a great spec”.
The identity is intended to represent this strategy, using a solar system metaphor that reflects Hudl being at the centre of a digital orbit, and of family life.
The new logo follows in the simplicity-driven approach of other tablets, from the iPad to the Nook to the Nexus 7. Just a wordmark that will look elegant on the device, which should be the center of attention. The elongated ascenders of the Hudl logo are a little too ascending for my taste but there is absolutely nothing wrong with it. It’s not overly exciting either. The star as a period is a nice touch and becomes the graphic hinge upon which the rest of the identity revolves — almost literally, since the metaphor is an orbit.
Laura Hussey, Partner and Creative Director adds “We wanted to inject warmth into a category that can often be overly technical. A growing body of research suggests that the way to influence—and to be a great leader—is by demonstrating warmth. Our swooping, curving shapes, warm colours and customised options help to soften what can often be stark & technologically-led communications”.
The packaging and rest of the materials have a slight low-end look and feel, which is very appropriate. The device can’t look and feel like an iPad box, even if it follows some of the same conventions: white background, big picture of the product. This doesn’t mean the design is bad, it’s not, it means that it’s good in that it fits the price point. The shooting stars are really the best part about the system, they help add some firework-y graphic appeal and element of consistency. Overall, the identity is simple and without much visual fanfare, relying more on the selling horsepower of Tesco than on packaging’s or tablet’s shelf appeal.