Vital Put In The Graft

28 May 2019
Posted in News
28 May 2019 Malcolm Moore

Who wouldn’t like to come up with a brand-new identity for an own label beer range for a huge retailer? Nope, we weren’t about to turn that one down… 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 the ASDA Head Office team and of course the hearts of its customers.

With an open brief, we had complete free reign on everything. Lauren and Leigh stepped up to see this project through from start to finish and after locking themselves away for two days, 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 (did you know it was built in an old cinema?!) 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 from 20th May, I would say that calls for a beer to celebrate, Cheers!


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