Asda announces change with shoppers seeing difference this summer

Asda has announced a big change and say shoppers will see the difference this summer. The supermarket chain is changing its logo, with a new branding campaign coming this month.

The branding will be seen in a series of adverts called Serious About Summer as it rolls out to all stores, bags and other locations across the UK. The new campaign sees the first introduction of a new brand identity for Asda.

The new branding is the result of extensive customer research. 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 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.

Lorenzo Fruzza, Chief Design Officer at Havas London said: ‘’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. 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.”