90’s Throwback Packs for Tesco 30yrs of Clubcard

Yo, I’ll tell you what I want, what I really, really want…

When ABWF came to DesignHawk to say that Tesco were celebrating 30 years of ClubCard and their brands Patak’s and Blue Dragon were to be part of the event, we jumped at the opportunity to create some retro packs inspired from the 1990s (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. When we landed back in 2025, it was time to get to work. We needed to create that modern retro look, which would invoke everyone’s nostalgia & years of love for the brands but brought up to date so they didn’t just look like something which had been at the back of the kitchen cupboard since 1995 – because that wouldn’t be very appealing, would it?

Retro modern designs are all the rage now, so we took inspiration from macro trend of ‘looking back to look forward’ style rebrands as well as beyond packaging in fashion, technology and music to capture the essence of that era. The final result is totally old-school cool – clearly harkening back to the 90s while still reflecting the modern brands they are today; bold, authentic and full of flavour. Tesco and ABWF couldn’t have been happier with the results, saying the packs were some of the best examples they’d seen for the campaign.

The campaign went live on March 31st in all Tesco Stores. It’s worth a visit to check out all the brands taking part. It’s a wonderful trip down memory lane (for anyone over 30 of course).