Creating clearer navigation with a feel-good nature for Asda’s broad range of vitamins.
Buying vitamins can be confusing and daunting, so when re-imagining Asda’s range there were a few challenges to overcome. Clear, confident and credible on-pack navigation were key to re-assuring self-medicating customers or those trying to find the right product. Moving from a large carton to small bottle, made it even trickier to create an effective design in a restricted space. We needed to be modern, reassuring and helpful with a recognisable architecture but flexibility to span over 13 categories.
Our “Zest for Life” design brought energy and a feel-good factor to the brand. The distinctive and holistic, circular graphic held the range together, whilst the colour combinations flexed for every sub-category with a clear, consistent mechanism for each product title and claims. This ownable architecture allowed us to flex our graphics to be more natural and botanical in herbal vitamins and fun and endearing with our character led designs in kids vitamins.
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.
what we did
A cohesive and easy to shop range that stands confidently against more expensive branded products. It is equally as effective in individual product categories as it is as a wider brand. Bold colours and iconic assets make the products less medicinal without losing the efficacy of the design as well as allowing for instant recognition between the different variants, ensuring that health conscious shoppers can navigate the vitamins aisle with ease.
Putting the expert back into My Expert Midwife, our new suite of brand assets allows for a consistent yet flexible approach across every day social engagement and key campaigns. The personality packed approach, puts the brand values at the heart of all touchpoints, setting My Expert Midwife apart from their more traditional competitors.
As part of our ongoing brand partnership, we are responsible for the graphical execution for all MEM campaigns, ensuring a cohesive, targeted approach across all consumer online, social and paid media. Recent campaigns include ‘putting the u back into mum’ developed to raise the importance of self-care in motherhood, coinciding with the brands third anniversary.