Asda Redesigns Little Angels Baby
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In a crowded and competitive marketplace, Asda’s much-loved baby private brand Little Angels had become outdated, outgrowing its existing graphical toolkit, losing credibility, consistency, and brand ownership. With a loyal following of existing customers, the brand was fast losing market share as it struggled to gain trust and attract new parents to the brand.
The agency Our Creative was challenged was to create a stronger brand positioning and graphic ownership, whilst also allowing controlled flex to be appropriate across various product categories from feeding to bath toys and everything in-between.
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About the Author: Christopher Durham
Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.
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