“Exceptional” aims to elevate the perception of quality beyond “Extra Special” and redefine what premium products can look like on supermarket shelves. Asda wants customers to re-evaluate their quality metrics, and a premium product range plays a vital role. Asda challenged OurCreative to create a new premium brand to replace “Extra Special” – one that focuses on the best taste.
OurCreative’s colour research found that the premium own-brand category lacks the green, jewel-tone colour that is also associated with Asda’s green heritage and is clearly blocking Asda’s premium segment.
The refined gold lettering is complemented by a beautifully crafted monogram E, which transforms into an elegant gift script, and in limited space, a stamp with “by Asda” can be used.
The cinematic style of photography creates mood and drama while highlighting the food, ensuring that the eye is always drawn to the mouth-watering flavor that makes the product truly Exceptional.
The Exceptional by ASDA range will be available in stores from late 2024, starting with seasonal Christmas lines and now expanding into mainstream categories.
The range gives ASDA a powerful new weapon in the ongoing private label wars, combining value and quality to strengthen the supermarket’s tier strategy – from Just “Essentials” at the entry-level price point to “Exceptional” at the very top.
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