Asda Launches Modern Take on Christmas

UK big-box retailer Asda had one thing on their 2022 wish list. To modernize their Christmas Retail Owned Brand (private brand), elevating quality perceptions along the way. British agency OurCreative were tasked with rekindling the Christmas spirit, and they delivered just in time for winter.

The creative concept “A Magical Christmas, All wrapped up by Asda” reimagines packaging as a beautifully wrapped present. Each side is enhanced with a wrap-around pattern, handwritten elements, and Christmas cracker humor stamps. A jewel-tone color palette allows for more robust differentiation when needed while still harnessing the magic feel of Christmas.

Photography played a vital role in raising quality perceptions across the range. Bold close-up crops and warm lighting create a festive, indulgent, modern look and feel. To increase quality perceptions further, Asda invested heavily in gold foil across the entire Christmas range, spreading Christmas cheer on every aisle.

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By Published On: November 8th, 2022Tags:

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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