UK's largest private label redesign
Perception Is Reality
Private-label brands are often seen as copycat labels that imitate the packaging and content of mainstream brands. Working with a strategic agency, Asda identified the opportunity to challenge this perception by re-launching their mid-tier private label range to improve quality perception and to create a brand in its own right.
It's Not Our Brand, It's Yours
By any measure, this was a big job—the most ambitious in Asda's history. Our part in the process was to create the design identity for the new brand, based on a striking consumer-focused philosophy, "Chosen by You." The central concept leverages the idea that when it comes to quality, customers are the ultimate judges. Every single product in the "Chosen by You" brand had to be tried, tasted (or tested) and approved before it made the grade.
The massive scale of the "Chosen by You" launch made a bold statement to consumers about Asda's commitment to enhancing quality and driving innovation, while keeping prices low. And consumers responded.