Wellness is now worth up to £2.8 trillion worldwide and growing rapidly. Asda recognised its importance to customers and wanted to make Wellness accessible to all. They developed a new range of Wellness products spanning multiple product categories, requiring a new positioning, brand identity and packaging strategy.
Whether its fitness or mediating, drawing and crafts or enjoying a long soak in the bath, Wellness is personal and different for each individual. Stylistically, Wellness has many guises; is it graphically pure and minimalist with lots of white, or is it sensorial, evoking natural and sustainability cues with craft textures and earthy tones? And how does this translate to a busy store environment like Asda’s?
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.
Following a deep-dive into the market and a client working-session we identified possible design territories for the new brand. A design strategy was agreed, with the ambition to have elegant, gentle and simple design cues. Starting with the identity, we hand crafted the logo ensuring it had a personal touch whilst feeling relaxed and sophisticated.
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.
The freedom of the hand-drawn, pen illustration style evokes the sense of mindfulness and creativity, particularly appropriate for emotive and sensual categories.
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.
Clean, elegant typography paired with watercolour tones provide a sense of calm, and natural photographic scenes aid greater differentiation tapping into the consumer desire for escapism and relaxation.
Bright, airy room sets, with relaxed styling feel aspirational yet attainable. The subtle window scenes aid differentiation between cool touch, antibacterial and copper infused bedding, tying into the back of pack creative. Additional touches such as wooden flooring and plant propping feel natural and calming, nodding back to the environment.
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.