Design strategy: supermarket own label
Tiering Asda's own label offer
Asda’s ‘opening price’ tier contains popular, great value products with a simple design style that differentiates the range.
With consistent design styles for opening and premium price tiers, Asda’s mid-tier is afforded much greater room to flex evocatively to different category codes. Mid-tier is Asda’s most extensive own label offering, so the ability to echo the codes of each category is important.
Asda’s Extra Special tier introduces rich, purple colourways that cue indulgence. Greater emphasis on delicious, fresh ingredient photography and use of transparency, help make a range that’s perfect for those special occasions.