Asda has doubled down and leant into its iconic green colourway as the supermarket reveals a ‘new look’ brand identity alongside its summer ad launch.
The fresh, dark green look is the next step of Asda’s broader brand strategy, described by CCO David Hills as a “milestone moment” in the evolution of the brand.
Created by agency of record Havas, the new branding is the result of extensive customer research which allowed the grocer to understand what customers love about the brand.
Asda’s green branding and its light-hearted, northern humour and warmth were consistently named the most unique traits of the brand. These have been retained and are reflected in the new logo, typography and colour palette, with a new dark green tone added to the iconic bright green.
The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a creatively consistent way – with added personality.
“Our brand has tremendous heritage and is much loved by the great British public,” Hills said.
“We hope this new look and feel will help us stand out in the grocery market – bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.”
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The new brand creative is making its debut as part of Asda’s 2024 summer campaign – ‘Serious about Summer’ – which is launching across TV, social media, press executions, CRM and asda.com.
Also created by Havas, the fully integrated campaign features a series of tongue-in-cheek TV ads showing people making the most of the warmer weather. It kicks off with a BBQ-themed creative, complete with a ‘beach dad buckaroo’.
Further creatives include a ‘Nan-poline’ ad and a Sports Day-themed spot, all bringing to life the strapline ‘Asda, that’s more like it’.
“Our summer campaign is light-hearted, fun and highlights the uncompromising value promise we make to our customers whenever they shop with us, so we believe it’s the perfect platform to launch our new brand,” Hills said.
Havas London chief design officer Lorenzo Fruzza added: ‘’When developing identities for brands like Asda, it’s important to remember that the channels they live in have evolved so much in recent years – they no longer just show up in traditional media channels.
“We have worked with Asda to create a new brand identity which stands out in the market and can flex across multiple channels – ensuring it’s relevant and meaningful to its customers. It’s been fantastic to partner on this project and push the boundaries of building the brand.”
