90’s THROWBACK PACKS - TESCO CLUBCARD 30 YEARS
Curiosity
When ABWF came to us to say that Tesco were celebrating 30 years of ClubCard, we jumped at the opportunity to create some retro packs inspired from the 90s (was it really 30 years ago?!). We delved into the archives, travelling back in time through design trends, marvelling & reminiscing at branding, advertising and products gone by.
Agility
When we landed back in 2025, it was time to get to work. We needed to recreate that classic Blue Dragon look & feel which would transport consumers to Thailand in the 90’s, but brought up to date to reflect the brand’s new modern take on Southeast Asian cuisine. Retro modern designs are all the rage now, so we took inspiration from ‘looking back to look forward’ style rebrands as well as beyond packaging in fashion, technology and music. We used the classically Asian inspired typographic & graphic style of the old packs, combined with fresh poppy colours and a bold clean pack design to perfectly balance the old and new.
Precision
The final result is totally old-school cool - clearly harkening back to the 90s while still reflecting the modern brand it is today. Tesco and ABWF couldn’t have been more happy with the results, saying the packs were some of the best examples for the campaign.