Asda Just Essentials is known for its low-cost packaged foods; however, the brand’s visual language did not match its reputation. Asda approached OurCreative, intending to redesign the packaging so that the customers would be tempted to buy into the range.
“The objective was to shake up the category and re-invent the visual language for opening price point design.
The existing design felt tired, stale and dull. The white, value design held negative brand perceptions, with customers feeling ashamed to buy into the range. The new design needed to feel simple, honest and optimistic, setting a strong foundation for Asda’s quality perception, starting at the bottom shelf.”
Asda approached OurCrative, a Leeds-based branding agency, to create packaging redesigns that would reflect the company’s honesty and simplicity. The branding agency created packaging illustrations using sunshine yellow to highlight the brand’s warm and friendly character, thereby increasing its shelf value.
“Putting the Asda brand mark front and center of the design reinforces that this is not a range to be ashamed of. The joyous, sunshine yellow feels optimistic and shines off shelf in contrary to the typical white category code. The combination of clean typography feels utilitarian yet friendly, with the brand sign-off and playful illustration style adding warmth and humor to what could have been a soulless design.”