Asda Little Angels

Agency: OurCreative.
Creative Director: Jon Dignam
Design Director: Gareth Ball
Senior Design: Joe Wallis
Illustrator: Chris Charlton
Account Director: Sara Pollard
Head of Production: Paul Porter
Location: United Kingdom
Project Type: Produced
Client: Asda
Product Launch Location: United Kingdom
Packaging Contents: Nappies, Food Packaging, Toiletries, Accessories
Packaging Substrate / Materials: Pulp Board, Pulp Card, Recyclable Tray, Glass
Printing Process: Lithography, Flexography

In a crowded and competitive marketplace, Asda’s much-loved baby brand Little Angels had become outdated, outgrowing its existing graphical toolkit, losing credibility, consistency and brand ownership.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.

Our challenge 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.