OurCreative logo short-hand
OurCreative logo short-handOurCreative logo long-hand
pre-loader

ASDA Meat, Fish & Poultry

In a complex and diverse category, how do you consistently inject warmth and inspiration, whilst re-assuring on quality?

Cooking up a storm in the chilliest aisle in store. Asda challenged us to elevate the overall design of their Meat, Fish and Poultry range, ensuring clear water between their top tier, Extra Special and their opening price point range.

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
Before
Before
Dynamic content image from a design case study

DRY, BLAND & OVERDONE.

With nearly 600 products in store, Asda’s meat, fish and poultry offering is complex and diverse. The dull and dated packaging design contributed to the already cold and grey aisle, leaving little to be desired. Our new design needed to deliver on the core needs of taste, quality, inspiration, and trust, with a focus on British & sustainability where appropriate.

Before
Dynamic content image from a design case study

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.

Dynamic content image from a design case study

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.

Dynamic content image from a design case study

GET INSPIRED.

Insight confirmed that consumers struggle with mealtime inspiration, particularly lacking knowledge, and confidence to cook with primal cuts of meat. Commissioning an award-winning chef, we created and sourced achievable yet inspiring and diverse recipes for every design. QR codes on pack direct consumers to a bespoke landing page full of recipe inspiration to easily cook up a storm at home, allowing Asda to cross-sell products and understand their consumers habits and behaviours more accurately.

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.

Dynamic content image from a design case study

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

PHOTOGRAPHY LIKE
NEVER BEFORE.

To inspire and delight, recipe inspiration is at the heart of the design. Our sunny photography, heroes the scrumptious serving suggestions and food styling, reinforcing the fantastic product quality.

All videos by Fresh Cut Creative freshcutcreative.co.uk
Dynamic content image from a design case study

full-on FLAVas.

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

Dynamic content image from a design case study

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

HAPPY HOUSEHOLDS.

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.

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

FROM BLAND TO GRAND.

From packaging to POS, recipe inspiration and colour now dominate the fixture. To regain customer trust, the tone of voice reassures on quality, reinforcing the taste notes of each product, providing that “feel-good” factor along with the famous “Asda Price” feeling.

Dynamic content image from a design case study

Antenatal & Anti-fluff.

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.

Dynamic content image from a design case study

OUR RESULTS.

From pitch to store in under 6 months, over 500 designs will continue to roll out into store for Summer 2022, BBQs at the ready!

Dynamic content image from a design case study

Zest for Life

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

Dynamic content image from a design case study

OUR RESULTS.

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.

Dynamic content image from a design case study

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.

CREATING A BUZZ.

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.

Back to work.

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