Asda Reveals New Brand Identity Via Havas

“We hope this new look and feel will help us stand out in the grocery market.”

Asda has revealed a new brand identity via Havas London as part of its Summer campaign – Serious About Summer

The campaign features a series of tongue-in-cheek TV ads anchored in the amusing human truths that play out in the lives of millions of families during the summer months with the strapline “Asda, that’s more like it.”

Customers will get a first-look at the new brand identity throughout the Summer campaign, across TV, social media, press executions, CRM and


According to Asda, 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.

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.

David Hills, Chief Customer Officer at Asda, 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.”


Asda’s new brand identity and Summer campaign have been developed in partnership with Asda’s lead creative agency Havas London and the type foundry Colophon.

Lorenzo Fruzza, Chief Design Officer at Havas London 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.


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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 with Asda on this project and push the boundaries of building the brand.”


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