When perceptions of Free From foods can be negative, how can you turn it on it's head with a positive spin?
Asda came to us with a brief to revamp their rigid Free From brand with a "no compromise" solution that would appeal to those with food intolerances and flexitarians who choose to cut out certain food types as part of a lifestyle choice.
OurChallenge.
With more and more consumers choosing to cut out certain food types as well as those who had no choice we were challenged to redesign the brand and appeal to those trust seeking “have to” consumers and those flexitarians who choose to as part of a lifestyle choice. How do we create an iconic suite of brand assets that have a cohesive look and feel, with the ability to stretch across 100+ SKUs, Christmas products and gifting items such as Easter Eggs?
OurSolution.
“No compromise” was key. We created a vibrant and uplifting brand identity, full of positivity that turns the bland on its head. The proud, bright execution and daylight foody photography gives the consumers the reassurance of good vibes, goodness and fulfilment, making sure they never miss out or feel compromised.
The illustration stretch allows for flexibility to be appropriate for different categories; whether that’s Italian pasta, or valentines chocolates. This, combined with the suite of flexible, bold background colours gives the brand a modernity, and freshness that was previously lacking.
The nature of the project also meant clear allergen navigation was key, so this was brought front and centre, alongside a tone of voice that offers both positivity and reassurance.
Combined these assets effectively allow for appropriate differentiation across SKUs and categories, living and breathing the “no compromise” sentiment.
