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Asda Redesigns Little Angels Baby

In a crowded and competitive marketplace, Asda’s much-loved baby private brand Little Angels had become outdated, outgrowing its existing graphical toolkit, losing credibility, consistency, and brand ownership. With a loyal following of existing customers, the brand was fast losing market share as it struggled to gain trust and attract new parents to the brand.

The agency Our Creative was challenged was to create a stronger brand positioning and graphic ownership, whilst also allowing controlled flex to be appropriate across various product categories from feeding to bath toys and everything in-between.

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Asda Reimagines Children\’s Cereal

In an effort to lure kids away from sugar-packed breakfast products UK based retailer Asda approached British design agency OurCreative to create packaging designs for their private brand cereals which removed characters. Having reduced the sugar content by 26%, it was crucial that the packs clearly communicated the health benefits of each product, with an eye-catching design that could hold it’s own in the cereals aisle. The positive, uplifting design is full of morning sunshine and personality, appealing to an older, broader audience. Each pack has individually handcrafted typography and simple, honest product photography.

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Asda Joins the Plant-Based Fray

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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.

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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.

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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!

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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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Featured global

Asda Converts Private Brand Steak Range to 100% recyclable trays

\"\"In-line with its ongoing commitment to ‘Use less and recycle more’, Walmart owned UK retailer Asda announced the move of its entire private brand steak range into 100% recyclable cardboard trays.

This will result in the removal of over 23 million black plastic trays each year across its entire Extra Special, Butchers Selection and Farm Stores lines, which will save the planet around 700 tons of plastic annually, the equivalent weight of six Blue Whales.

Steak lovers will now be able to pick up their favorite, great quality cuts at the same great price but without having to priorities plastic reduction over their grocery decision-making, giving them even more choice when it comes to living sustainably.

In September, Asda moved its Extra Special Aberdeen Angus steak range into the forward-thinking packaging and after a positive response from customers, the retailer is rolling this out across all its own-brand steak lines.

Paul Geary, Asda’s Senior Buyer for Red Meat and Fish comments;

“We are passionate about delivering our commitment to customers to use less and recycle more and this move marks the next step in our journey as we strive to make all of our own-brand packaging 100% recyclable by 2025.

There is still some confusion around packaging and what can or can’t be recycled and by moving our entire range of steaks to recyclable cardboard trays, it means our customers don’t have to choose between living sustainably and purchasing quality, great value steaks\”.

Earlier this year, Asda stepped on its bid to tackle plastic pollution, committing to reaching 30% recycled content in its plastic packaging by the end of 2020 and 15% overall reduction in plastic by Feb 2021, five years ahead of its original deadline. Reaching the target should avoid the use of around 19,500 tons of virgin plastic.

Customerswill be able to see the new packaging across the steak lines in-store and online from December 14th.

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Featured global

ASDA Sparkles With Nosecco

\"\"With Britain\’s appetite for low and no alcohol wines continuing to grow, Asda is introducing Nosecco, a no-alcohol private label sparkling wine perfect for sipping this summer.

The new product launched Monday, June 11 for just £2.98, the straw yellow, elegant bubbly rolls into stores as Brits turn more frequently to non-alcoholic options, with the market growing 16% in value compared to last year. With over a quarter of 16- to-24-year-olds stating they don’t drink alcohol, Nosecco launches just in time for summer celebrations, ideal for everything from picnics to parties.

With fruity notes dominated by white flowers and muscated white grapes, Nosecco is perfect as an aperitif, ensuring those living an alcohol-free lifestyle can toast any occasion with their own bubbles.

April Rogers, Asda wine buyer, comments: “Over recent months, we’ve seen a growing number of our customers turning to low or no alcohol options as lifestyle choices become even more important.

“The low and no alcohol market continues to see growth, with everything from sparkling, red and white wines, and beer increasing in popularity. With Nosecco launching in-time for summer, we hope we can provide customers with a zesty, tasty tipple that means nobody left out of toasts.”