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ASDA Free From

When perceptions of Free From foods can be negative, how can you turn it on its head with a positive spin?

Asda came to us with a brief to revamp their rigid Free From brand with a "no compromise" solution that would appeal to those with food intolerances and flexitarians who choose to cut out certain food types as part of a lifestyle choice.

WHAT WE DID

STRATEGY.
POSITIONING.
IDENTITY.
TONE OF VOICE.
PACKAGING.

OUR RESULTS

22% SALES UPLIFT.

OUR RESULTS

£5MILLION+ IN
INCREASED SALES.

OUR RESULTS

6% SALES UPLIFT.

Before
Before
Before
Before
Before
Before
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OUT WITH THE BLAND

Asda had an established Free From brand withquite a formulaic packaging architecture. This didn’t allow for appropriate flex to stretch from natural and wholesome bread to a cheeky chocolate biscuit and everything in-between.

Before
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Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.

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To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.

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With more and more consumers choosing to cut out certain food types as well as those who had no choice we were challenged to redesign the brand and appeal to those trust seeking “have to” consumers and those flexitarians who choose to as part of a lifestyle choice.

How do we create an iconic suite of brand assets that have a cohesive look and feel, with the ability to stretch across 100+ SKUs, Christmas products and gifting items such as Easter Eggs?

We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.

Packaging design of mango sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies

Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.

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By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.

Dynamic content image from a design case study
Dynamic content image from a design case study

POSITIVE VIBES

Dissecting the Asda consumer research and understanding its relevance in the context of the market was vital. Shopping for “have to” consumers is a chore, disgruntled at having to pay a premium for their allergen substitutes. Can we ease the pain of their weekly shop? These consumers shouldn’t feel secondary. Our design needed to inspire and delight whilst ensuring clear allergen navigation.

All videos by Fresh Cut Creative freshcutcreative.co.uk
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full-on FLAVas.

Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.

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THE book
OF FAYE.

We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.

Dynamic content image from a design case study
Dynamic content image from a design case study
Dynamic content image from a design case study

NO COMPROMISE

“No compromise” was key. We created a vibrant and uplifting brand identity, full of positivity that turns the bland on its head.

The proud, bright execution and daylight foody photography gives the consumers the reassurance of good vibes, goodness and fulfilment, making sure they never miss out or feel compromised.

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The illustration stretch allows the flexibility tobe appropriate for different categories whether that’s Italian pasta, sliced bread or valentines chocolates, living and breathing the “no compromise” sentiment.

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Zest for Life

A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.

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We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.

Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.

Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.

Back to work.

Dig deeper into this project with
Sara
.
Sara Pollard
sara@our-creative.com07796 457922