EXCEPTIONAL BY ASDA

The Challenge.

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The premium own brand market is in growth and Asda wants customers to re-appraise them for quality. Their top-tier brand has a vital role to play in this. So, they challenged us to create a new premium brand to replace Extra Special which celebrates the very best of own-brand, with exceptional ingredients and taste at its heart.

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The Idea.

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Starting with a naming workshop, we needed a name that is obvious to customers it is the top-tier. Following rigorous research Exceptional was born.

The sophisticated gold wordmark is supported by a beautiful monogram E, that transforms into an elegant pattern and “by Asda” sign off for restricted spaces and sign-offs.

Our distinctive photography style, with artistic light and shadow dials up the USP of the food, ensuring the eye is always drawn to the mouth-watering taste that makes the product truly Exceptional.

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The Impact.

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In October 2024, the brand has soft launched into store, delivering cut-through on shelf against the mid-tier, showcasing the very best taste and quality within Asda’s own brand.