Asda invited us to pitch to re-position their Smart Price and Farm Stores range into one distinctive and cohesive proposition.
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.
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.
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.
Putting the Asda brand mark front and centre 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 humour to what could have been a soulless design.
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.
Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.
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.
Critical to this brief was creating a proud design architecture that could not be confused with the mid-tier offering, whilst avoiding negative perceptions.
Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.
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.
Asda invested heavily in increasing and diversifying the budget friendly range. It now stretches into every household category from beans to bleach, cat litter and even shampoo, keeping price sensitive households running with all their weekly staples.
2021 saw the birth of their Expert Antenatal Classes, a modern approach taught exclusively by registered nurses. From the existing brand architecture we developed a suite of assets born from an ultrasound scan, the logo represents both an ‘M’ and the shape of the baby. This is then used as a fluid line acting as a connector between mum-to-be and the antenatal community.
To combat the increasing cost of living, we worked closely with Asda and their suppliers to fast track the design process and handover almost 300 SKUs in under 6 months. Set to be the largest value range in the market, our bold, vibrant and iconic design now stands out proudly in many shopping baskets and homes across the UK, putting an end to consumers hiding value brands in the bottom of their trolleys and ultimately helping their pounds stretch further. Now that’s something to be proud of.
A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.
An extension of the My Expert Midwife team, we have an ongoing creative partnership. Our highly targeted approach harmonises across all online, social and paid media.
Recent campaigns include ‘putting the u back into mum’, which we developed to raise awareness to the importance of self-care in motherhood.
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.
The new Just Essentials range took the internet by storm, trending across news sites and social media platforms. Celebrated for its timely launch, combatting the cost-of-living crisis and its bold, fresh and distinctive design.