Asda revamps vitamin range with flb
17/02/2010
ASDA has redesigned the packaging for its range of own-brand vitamins, improving the brand architecture to make it easier to navigate and give it a stronger standout in store. Packaging design agency flb has created the new look, which will be launching in ASDA stores in March 2010.
The new look features strong colours and a striking new shape to ensure differentiation for the range and guide the customer clearly through the different variants and their benefits. ASDA’s own brand vitamin range comprises nine variants and 59 skus including multi vitamins, women, kids, immune and joints support.
Simon Arundel, Senior Packaging Design Manager at ASDA, said: “The new design highlights the product and its benefits, all of which are essential to customers when they are selecting vitamins. Our new look is a great boost for our own brand vitamin offer, which we hope we will be as successful as our pharmacy and diagnostic ranges also designed by flb.”
flb, was briefed to strip back the illustrations and photography on the existing packaging, giving the range more clarity and immediacy. ASDA wanted clear colours for specific product variants, as well as a strong tone of voice, which was both credible and reflected its brand values.
Colin Mechan, Creative Director at flb, says: “We explored shape and colour, and stripped back the clutter of the previous packaging to add clarity and immediacy. The strong colour ways guide the consumer through the range with ease, and an ownable shape creates confident blocking on the fixture”
flb’s previous projects for ASDA have included a revamp of its own-label cereals range, and own-label pharmacy products.
About FLB
flb is an award-winning branding and packaging consultancy that understands how brands work in the retail environment. With clients including major brands in the retail and FMCG sectors, such as Asda, Kenwood, B&Q, HobbyCraft, Brace’s, Somerfield and Nutricia (Cow&Gate), flb uses the power of packaging design to drive sales and make brands successful.
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