For F&F, Tesco’s accessible fashion line, we refreshed its visual identity to align with the “Makes Fashion Sense platform”, blending high-fashion influences with affordable pricing. The new design builds on F&F’s brand equity while introducing the ‘viewfinder’—a distinctive asset inspired by photography. This flexible element frames key moments, adapting across formats to highlight essential details like pricing and garment information, reinforcing F&F’s stylish yet accessible positioning.