Just Essentials
Tone of Voice
Brand identity
Packaging Design
Brand Activation
Bringing a smile to the aisle.
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.
Challenge.
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.
Idea.
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.
Impact.
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.
65% of Asda shoppers are now buying ASDA Just Essentials versus 33% previously.
Grocer Gold Winner 2023, best own label of the year.
DBA Winner 2024 design effectiveness award.
OurCreative. are a joy to work with, they are a partner in the truest sense of the word, working with us to create market-leading brands, all with a smile and so much positivity.
Got a brand challenge?
Whether you are looking to define your brand strategy or need a fresh new identity - let’s solve it together!
We know how to create meaningful brands that connect with audiences and pack a punch.
Drop us a note to hello@our-creative.com and we’ll get back to you soon.
Together,
we create belief.
