Havas London is giving supermarket giant ASDA a new name

Asda has today unveiled its new brand identity, designed by Havas London, to coincide with the launch of the brand’s summer campaign titled ‘Serious About Summer’.

The retailer intended the new brand identity to be a visual and audible expression of the brand’s purpose and values. Havas London worked across all areas of Asda’s brand, from color and tone of voice to typography.

Havas London Chief Design Officer Lorenzo Fruzza says: “When developing identities for brands like Asda, it’s important to remember that the channels they live in have evolved enormously in recent years – they no longer just appear in traditional media channels.”

“We have worked with Asda to create a new brand identity that stands out in the market and can span multiple channels, making it relevant and meaningful to its customers. It was fantastic to work with Asda on this project and push the boundaries of building the brand.”

Extensive customer research went into the project as both the retailer and creative agency sought to understand how customers view Asda, what they like about it and how the supermarket positions itself as a relevant entity in the market. In response, the new identity seeks to differentiate the retailer from its competitors, while retaining distinctive elements and appealing to both current and future customers.

According to Havas London, Asda’s “uncompromising value” is a key driver in the new dynamic design system. One notable change is the color palette, which combines Asda’s iconic green with a new dark green shade.

Havas London believes the new color palette results in “a harmonious yet bold aesthetic, which arcs throughout the brand identity”.

The agency collaborated with Colophon Foundry to come up with a new typographic treatment for the retail conglomerate. The new treatment is described as “a characterful and playful unicase style” that conveys Asda’s personality through the copy and projects a “simultaneously bold yet conversational tone”.

Paying tribute to Asda’s grocery heritage in a contemporary way, Havas London also opted for a curved text placement.

Graphic stickers were incorporated into the new design system to give flexibility to the brand while presenting Asda’s offers and ranges in “a creatively consistent way, with added personality”, says Havas London.

Havas London’s creative partner Nathalie Gordon explains how Asda’s brand and proposition has evolved over the past twenty years, with this year being no exception. “We have used strategy, creativity and design to optimize Asda’s brand landscape under a clear, unified design to ensure a cohesive brand experience,” says Gordon, adding that creating a “consistent design system that represents Asda’s true expresses personality and purpose in all touchpoints” was key to the project.

“To do this, we’ve stress-tested every facet of Asda’s brand world to enable versatility across all brand applications. Not only that, but we’ve created a world that is long-lasting and stands out, setting Asda apart from its competitors .” says Gordon.

Asda’s new identity will debut in the brand’s summer campaign, Serious About Summer, directed by Freddie Waters at Pulse. The integrated campaign consists of a series of tongue-in-cheek TV ads, each offering a unique take on family summer experiences.

The new campaign is the latest to be led by Chief Customer Officer David Hills and VP Marketing Adam Zavalis, who joined Asda last year.

Hills describes the launch of the new brand identity as “a milestone in the evolution of Asda’s strategy”. He believes the brand “has a huge heritage and is much loved by the general British public” and hopes the new identity will help the brand “stand out in the supermarket market” and foster connections with customers.

The Asda identity will continue to be rolled out across stores, vehicles and colleague uniforms in the coming months.

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