Cast a Spell

Getting some love around the internet for its simplicity and its leap of faith that people will recognize who this is for without any proper identification is a new, month-long campaign created by BBH London for Tesco that replaces the letters in the retailer’s logo with silhouetted photos of the produce it sells. To boot, the initials of each product shown spell out “TESCO”. Pretty cool how strongly recognizable the dashed lines alone are.