During a recent Private Label analysis I was impressed by the number of ways that the Tesco ‘finest’ brand has found to use the colour black. Hundreds of items in diverse categories throughout the store managed to declare their superior quality. In this way it’s easy for the shopper to identify the store’s premium offer, with the possible exception of categories where the brand leader also uses black.

Some are more convincing than others (slate: perfect metaphor for gastropub quality, Greek symbol: no known counterpart in real life). But if you believe in premium private label at all, Tesco does a good job of proclaiming relevance in each category, not the previous ‘one look fits all’ approach.