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Supermarket giant Asda has unveiled a new brand identity amid its new creative campaign ‘Serious About Summer’.
The new campaign, the latest led by chief customer officer David Hills and VP Marketing Adam Zavalis, who joined Asda last year, sees the first introduction of a new brand identity for Asda – as the next step of its broader brand strategy. Customers will get a first-look at the new look and feel throughout the Summer campaign, across TV, social media, press executions, CRM and asda.com.
Asda said the new branding is the result of “extensive customer research” and listening to understand how customers see Asda, what they love, and how the supermarket needs to regain its relevance and individuality in the market.
Asda’s “light-hearted, northern, humour and warmth” – along with its iconic green – were consistently shared as the most unique traits of the brand and are reflected in its logo, typography and colour palette – adding a new dark green tone to the renowned Asda green.
The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a “creatively consistent way”.
Asda’s new brand creative features in its summer campaign and will be rolled out further into stores, vehicles and colleague uniforms as part of the ongoing investment in Asda’s estate and assets.
Hills said: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much loved by the Great British public. 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.
“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.”
