Just Essentials

Bringing a smile to the aisle.

Brand identity

Tone of Voice

Packaging Design

Brand Activation

Asda invited us to pitch to re-position their Smart Price and Farm Stores range into one distinctive and cohesive proposition. The objective was to shake up the category and re-invent the visual language for opening price point design.

65% of Asda shoppers are now buying Asda Just Essentials versus 33% previously.

Grocer Gold Winner 2023, best own label range of the year.

Challenge.

Reinvent the visual language of OPP - no problem! We were challenged to graphically disrupt the category with a simple, honest and positive approach.

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Idea.

Bring on the sunshine, our optimistic yellow shines off the shelf and visually zigs when others zag, avoiding the expected stark, white design cues that have become synonymous with OPP..

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Impact.

A bold and confident design solution that created quite a buzz and divided opinion in the press. But the proof is in the pudding with Asda having to limit the number of products that customers could buy to satisfy demand for this unashamedly ballsy brand.