SILVER
CHOSEN BY KIDS
Category: New Brand
Retailer: Asda Stores Ltd
Country: United Kingdom
Agency: BOS Design Ltd

Objective:

To redesign ASDA kids range – to sit as a new brand with a direct relationship with current Chosen By You brand.

To consider the name of the range in line with the proposition – that all products will be taste tested by kids and approved by mums.

To create brand equity that is ownable for the new brand, to make ASDA a leader and to give mums a range they can trust and be proud of.

To consider how we can balance fun and engagement with credibility for mum.

To ensure we take the positives from current range ‘Great Stuff’ – into the new era for the ASDA kids offering, and retain the current green background which resonates with mum when she shops.

To ensure the design has stretch across all marketing communications (POS, web, social media).

Problems:
A key challenge was ensuring that the redesign was going to take this already established own label brand into its next phase with confidence – and to ensure the brand is leading rather than following within a competitive marketplace.

One key problem was solving the tiering throughout a vast range to ensure the good better best strategy was solid – so customers had a solid understanding of why they are paying more for a product within the range.

Solution:
Chosen By Kids – a fun and engaging brand that delivers a strong relationship with children whilst giving credibility for mum.

Focus on the quality of the products and health credentials are at the center of the brand.

Copy has played a key role in storytelling and bringing the monsters alive – around the pack and across all marketing communications.

Character illustrations have been hand drawn with key ownable features.

Chosen By Kids brand is colorful and credible and is usable across all marketing communications.

Chosen By Kids brand book – document that has been utilized across the brand team is engaging and at the heart of delivering a consistent tone of voice and brand look and feel.

ASDA
Head of Non Food ASDA packaging: Justine Jackson
Copywriter: Andy Middleton

BOS:
Creative director: Andy Willingham
Lead Designer: Jo Pittard
Head of artwork: Emma Wachmistrovic
Senior client Director: Ali Daly