• New brand development
  • Naming

A new twist on a classic casual dining format

As part of a strategic move into the rapidly-growing casual dining market, Tesco saw an opportunity to bring the popular appeal of carvery into its largest stores. The big question was how to create a concept that would be relevant throughout the day – from 7am to 10pm.

Passionbrand’s answer was DECKS, a welcoming, informal space with a range of ‘food decks’ serving different things at different times: a fantastic breakfast deck for earlybirds, the irresistible pastry deck for afternoon tea, a healthy salad deck throughout the day and the hero carving deck for main-meal times.

Passionbrand's involvement was to create the name, the brand concept and the guidelines for look, feel and behaviour which led to the successful launch and roll-out of 13 DECKS across the country from August 2014.