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 was 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.
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 “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.
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.
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.
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.
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.
