Britain's ASDA has rebranded in collaboration with advertising agency Havas London. Founded in Leeds, England in 1949, it is a large supermarket that provides a variety of services, including pharmacies, clothing, printing, mobile phones, and gas stations. It is a brand under Walmart and is the second largest supermarket after Tesco. Large brands that are closely related to our daily lives need to change carefully because even the slightest change can cause them to lose trust. This rebranding seems to have been successful.

Rather than feeling integrated into a huge supermarket, it feels like it evokes personal memories. The color green, which has been used since the 1960s, became the core of the brand. Green, brighter than the existing color, is used as the main color, and dark green, almost black, is used in the background. Since the front and back have a similar tone, the newly developed sticker graphic stands out more. This graphic was inspired by the various graphics attached to fruits to announce new products, discounts, and quality guarantees commonly found in supermarkets.

The typography designed by Colophon, inspired by traditional grocery store signs, is impressive. Display fonts used in titles and on large screens have a mix of upper and lower case letters. Round letters like a and e are displayed as lowercase letters. It combines the large, solid feel of uppercase letters with the curves found in lowercase letters. The difference between writing a memo in small letters and writing a sign in large letters was captured to capture the feel of the hand.

Mixing uppercase and lowercase letters can result in a lack of unity, making readability worse, but by unifying them with cute, gentle curves, they feel like one font. It may look complicated because of the thickness and curves, but it has been organized well by reducing the overlap or stretching that can be seen in Q or J. The pound sign and percent curves are cute. Innisfree’s recent rebrandingalso comes to mind.

More and Sources

• https://www.instagram.com/asda/