Asda Joins the Plant-Based Fray

The UK based Walmart owned grocer Asda has introduced a new plant-based private brand range, spanning multiple food categories. The package design for the new line was created by the independent design agency, OurCreative.

Individually crafted product titles and cheeky tone of voice communicate bags of personality, reflecting the different flavors of each product. The eye-catching brand colors mean this design cannot fail to be noticed.

The in the moment photography and naïve illustration style are a flavor celebration of all things plant power, capturing the vibrancy of Asda’s newly created products, encouraging a healthier nation to eat the rainbow… it’s sure to attract even the most committed carnivores!

The bold vibrant colors give a modern twist in a predictable retail landscape. Each product title is individually handcrafted and this added level of care and attention reflects the high standards set by the Asda product development teams when formulating such a delicious and inspiring plant-based range.

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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.