How can we create a design solution for the Asda Own Label range that will span 6,000 products, 25 Categories and be implemented consistently by 4 different design agencies?
A collaborative client workshop uncovered the underlying feeling that “Vegan” can have many negative connotations, off-putting to a flexitarian consumer. Our brand should be celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives – this should not feel like a compromise or lack-lustre meat substitute.
We immersed ourselves in the competitor landscape and the world of their consumer, conducting multiple stakeholder workshops in Germany to get under the skin of the brand's core values and what makes them unique. It was important to engage all departments from design to supply chain, to gain valuable insight and inspire the team with the new brand strategy.
An iconic design architecture that has just enough flexibility to take on the appropriate category codes, to ensure that each range can stand shoulder to shoulder with national brands. We took the lead agency role; delivered brand guardianship across the entire project role out including training all internal and external agencies.
The identity created for Faye uses the shape of speech marks within the logo to represent self-expression. Those speech marks accessorise the self-affirming tone of voice used, adding a personal touch to the brand. We strived to truly represent the real women of Faye, “the Faye sisterhood” with the photography and illustrations of natural, unedited women, celebrating diversity and individuality. This is how they wear Faye, in their own way.
Faye now represents and celebrates female confidence, quirks and contradictions. Faye jewellery is curated with real women in mind who possess both beauty and strength. The collections beautifully accentuate & accessorise the female form, inspiring confidence and real self-belief.
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.
A successful, cohesive brand identity delivered consistently across the entire product portfolio, of over 6,000 SKUs, through extensive brand guidelines, training and guardianship.
No easy task!
Our explosive and dynamic photography style evokes the energy and excitementfor the brand.
As part of the transition into the new brand, we designed a comprehensive brand book. The magazine-like document was beautifully designed and contained all the crucial information required for the internal team to bring the Faye brand to life.
A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.
The new brand identity has energised the category, with stronger brand ownership it continues to be a success. The design is now executed across POS in-store and the new Asda Baby Club website, providing a full 360 brand experience.