The focus is on creating a more personable experience that unifies a brand that has become steadily 'fragmented' as Asda has evolved.
Asda is now a dual-color brand, with adjustments made to the original primary green, and some graphic introductions like modern-day grocery stickers.
To develop a typographic direction for an enterprise as mammoth as Asda, Havas launched an extensive audit and exploration, deciding that two display fonts and two text styles would suffice.
Havas wanted to bring 'some of the beautiful cursive quality of lowercase into bold cap height prominence' with the lead display font Asda Headline.
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