Asda Brews Private Brand Tea

Asda speciality teasWalmart’s UK arm Asda has brewed up a colorful redesign for Asda line of private brand tea, designed by agency Hornall Anderson. The range launches this month and includes black, specialty, green, fruit and herbal teas. The revamped packaging brings the design into line with current trends in the tea sector.Asda teas

Understanding the customer New packaging for black tea features a simple graphic woodcut illustration with bright pops of color, helping the products to stand out on the shelf. The bag count is clearly placed in a quirky cup illustration in a consistent place on pack, to make this easy for the customer to see. The leaf icon displayed represents freshness, which is important to the customer. Asda specialty teas The designs for specialty tea, such as Assam and Ceylon, used beautiful, rich and sumptuous colors with specially created illustrations, highlighting the heritage cues and provenance of the tea. The green, fruit and herbal tea packaging resonates with more health conscious customers. Packaging pops with flavor cues and feels modern. Hand painted illustrations and crafted hand drawn serif type, together with colored panels, help with differentiation.Asda fruit tea

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.