Christmas by Asda
Letting the food be the star of the season.
From bold and fun to refined and modern. Refreshing a well-loved own brand Christmas range was never going to be easy, but by bringing back the magic of classic Christmas through a simple gold star and a beautiful Santa red colourway, Asda’s 2025 Christmas packaging design shines throughout the store.
Challenge.
After three successful years on shelves, ASDA’s existing Christmas range design was ready for a refresh. The original packaging had been successful, but behind the scenes, cracks were starting to show. ASDA’s Food and George teams had developed their designs separately, and the result was a visual disconnect across the store. Our challenge was to create a new Christmas identity that complemented the rest of the store, creating a thread that felt more refined and more considered – all without losing the festive magic.
Idea.
Starting from a beautiful, classic red and gold colour palette, a simple star shape and a typeface that was to be used across the store, we refined the Christmas identity for food into something more single-minded, modern and refined. At the heart of the redesign, was our elegant star, the iconic hero of each pack. We restricted the colour palette and stripped back the clutter, using confident photography only where needed to create a clean, cohesive design that spans across all food categories. The traditional typeface was treated with sophisticated refinement complementing our hero star.
To handle a complex range – from tiny cheese truckles to party food and panettone – we developed a suite of star variations with tonal colour swaps to aid navigation. A twinkling star trail was added across packs, while a universal message – Let your food be the star this Christmas – tied everything together. The novelty range was also updated with a sprinkle of extra Christmas magic, creating endearing characters with cheeky charm and cross-generational appeal.
Impact.
The new Christmas range has already started to roll out and turn heads in store. Clean and confident, the refreshed design delivers festive impact, making Christmas shopping a little more joyful. From impulse buys to centrepiece showstoppers, every product now feels part of the same story and, a comprehensive set of brand guidelines, ASDA is ready to head into the festive season with showstopping sparkle.
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