British supermarket chain Asda, in collaboration with Havas London, launched its new brand identity Thursday as part of its summer campaign.
"Serious About Summer" features a humorous TV ad that captures a typical family's beach trip, directed by Freddie Waters at Pulse.
The ad depicts a well-prepared dad looking for the perfect spot for a beach barbecue and committing to the task way too seriously, closing with the grocery’s tagline, "Asda, that’s more like it."
Asda's Visual Overhaul
The rebranding is rooted in extensive customer research to understand how Asda is perceived, what customers appreciate, and how it stands out in the competitive grocery market.
According to Asda Chief Customer Officer David Hills, this is a milestone moment in the evolution of Asda’s strategy, honoring the brand’s heritage at the same time.
An updated color palette features the iconic Asda green paired with a new darker green, creating a bold yet cohesive look across brand elements.
The typography, developed in collaboration with Colophon Foundry, features a playful unicase style as a nod to Asda’s grocery heritage, with text arranged in a curved format.
Asda's new brand identity aims to appeal to shoppers both new and old, maintaining the company's essence while still differentiating it from competitors.
Developed using Havas London’s "Brandex" design discipline, the new look will be integrated into various Asda touchpoints, including stores, vehicles, and colleague uniforms.
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Editing by Katherine 'Makkie' Maclang
