In a bold step toward zero-waste shopping, Tesco partnered with Loop to bring reusable packaging directly to UK supermarket shelves, making circular shopping as easy and familiar as picking up your weekly essentials. From sauces and snacks to personal care and household staples, customers could choose pre-filled, returnable containers, all professionally cleaned and refilled by Loop.

​

This in-store pilot was designed to feel seamless. Customers simply picked up products in durable packaging, paid a small deposit, and returned empty containers via an easy-to-use app - earning their deposit back and keeping the loop going. Supported by POS displays, signage, and clear guidance in-store, alongside digital touchpoints (CRM, social, landing pages, and paid media), the campaign invited shoppers to rethink their daily routines and showed that reuse can be just as convenient as single-use.

 

As lead creative, I directed photography and content creation while acting as brand guardian across packaging, digital, and retail assets. This included packaging updates across 80+ SKUs for the in-store pilot (10 stores) and circa 150 products for the online pilot, alongside the creation of scalable toolkits to ensure cohesive execution across channels. The work highlighted Loop’s deposit system and visual cues, making the concept intuitive, modern, and ready for mainstream adoption - all while aligning with Tesco’s 4R strategy (Remove, Reduce, Reuse, Recycle).