GEORGE HOME

The Challenge.

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ASDA’s homeware range was so diverse, with everything from high-design lighting to mops and buckets sat under one name and one logo. With no clear brand structure or tiering in place, it was hard for customers to navigate and harder still to grow. ASDA consulted Our team, asking how they could differentiate themselves and feel appropriate across various home categories.

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Our Approach.

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Our solution was to leverage the already successful George brand under the newly defined, George Home, for products like bedding and soft furnishings, that aligned to their values of quality, style and value, while ASDA retained ownership of functional, value-first items. We defined a three-tiered architecture across price points, using colour, tone and photography to guide shopper behaviour: bright yellow for entry level, inspiring get-the-look mid-tier, and rich aubergine for premium collections. We advised on store layout and customer flow, with ideas that are still rolling out today. George Kids and Baby were also brought under the same system, unifying the full portfolio.

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The Impact.

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George Home now gives ASDA a cohesive, confident presence across every aisle. It’s a brand with structure, clarity and style, which was built to last, and built to grow.