Asda’s new plant-based range is a celebration of ‘eating the rainbow’ and we knew the brand identity need to reflect this. We gave the range a bold, vibrant look, which spanned the multiple categories and captured the freshness and vibrancy of the products. The range was designed to appeal to all, tapping into the booming flexitarian market.
We took a deep dive into the category, researching relevant food brands, restaurants and influencers to discover the type of branding and messaging which would appeal to this shopper.
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.
Our zingy, eye-catching colour palette, handcrafted logo and playful typography is the perfect expression of the brand.
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.
Bright, bold photography bursting with vivid colours is complemented by beautiful watercolour illustrations, a riotous celebration of the delicious product ingredients.
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.
The new range is bringing plant power to the nation, encouraging them to ‘eat the rainbow’ with its variety of fresh ingredients and wide product selection. Its fun and dynamic brand identity is full of pizzazz, a taste of the zingy flavours within.
Winning Asda’s best design project for 2019, the range hit stores in January 2020, exceeding Asda’s ambitious targets. Already a huge success, the brand is continuing to grow, with more exciting new ranges planned.
And they’re a pleasure to work with as well: Highly responsive, thorough, efficient, flexible and enthusiastic."
Robert Sindermann, Senior Director Design, Asda
A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.
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.
