We were approached by one of our clients to come up with a brand-new identity for ASDA’s own label tertiary beer range that had to win the hearts of both the ASDA Head Office team and, of course, its customers.

With an open brief and complete free reign, we came up with six new names and identities for the ASDA team to select their favourite from. Delving deep into everything from ASDA’s Heritage including the very first ASDA store to the lives of Pete and Fred who set up ASDA, the clear winner absolutely hit the nail on the head for the ASDA team and ‘Honest Graft’ was chosen as the one.

Using industrial vintage imagery modernised with bold colour overlays, it not only has shelf stand-out but also spoke direct to the customers who want to relax with a beer at the end of a week of hard graft. From some rough ideas and notes scribbled down on a page at the end of January to a full-scale roll-out across ASDA stores and online.