ASDA Organic

Challenge.

How do you attract and reassure conscious-minded customers with an inspiring, down to earth design?

Disparate and unloved, Asda's Organic range lacked consistent brand assets with no clear graphical signpost in store or online. It needed a fresh and cohesive new look, that would be instantly recognisable in a busy and saturated store environment.

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Idea.

We needed to start at the beginning by re-imagining this category as one. A new cohesive brand has been born. The O taken from the logo has been crafted into a viewfinder, which allows the consumer to get closer to nature providing reassurance that Asda’s products are expertly picked for their ethical sourcing, premium quality and exceptional taste.‍‍

Earthy textures. Our natural “from the earth” photography has a raw, grainy, cinematic feel to accentuate the organic nature of the products.

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Impact.

A cohesive, distinct, and ownable brand identity that appeals to ethical consumers who want to be good to their mind, body and planet.  

The sophisticated green panel is an identifiable beacon for organic in store, elevating the range from mid-tier.