JUST ESSENTIALS

The Challenge.

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Asda asked us to rethink its Opening Price Point (OPP) range, which took a lot more than a design update. It required us to reframe how value looks and feels and, with that, the challenge was twofold. We needed to differentiate Just Essentials clearly from mid-tier lines, and remove the shame often associated with budget buying – especially during a cost-of-living crisis.

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Our Approach.

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We built a brand that was proud to show up. Rejecting the usual blank-white minimalism, we created a bold yellow identity that radiates optimism. The ASDA logo was placed prominently on pack in a signal of ownership and confidence. Every decision was made to show that great value doesn’t have to hide.

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The Impact.

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The launch sparked national conversation and changed behaviour. Penetration rose from 33% to 65%, with purchase limits introduced due to overwhelming demand. A masterclass in design changing perception, without changing the product.