For this brief I had to select a company from the BrandZ top 100 list and re-brand it, I chose Asda (part of the Walmart group.) Asda has a bad reputation for it's customer service therefore I wanted to make the brand more ‘user-friendly’ and I wanted to encourage a more positive attitude towards the company to keep the customers coming back. My concept was to give the customers something extra from the current brand, something that would keep encourage their loyalty whilst at the same time improving the customer service, I called the concept Asda+. As well as the new scheme I changed the current marque slightly; I changed the font to make it look a bit more modern and fresh, the kerning of the new marque makes it look more open and friendly both physically and philosophically. The applications that support this re-brand were a new marque, a loyalty scheme, external advertisements and a smart phone app.

I have kept the same colour as the original marque as this is recognisably 'Asda' I did choose a lighter shade however as it looks friendlier because it is softer. I also changed the typeface, it is slimmer than before and looks fresher. The kerning is also much better which gives it a more open feel, both philosophically and physically, therefore reflecting the new brand promise of better customer service. In addition to the change of colour, addition of a circle and change in typeface I have added a '+' to show that the customer is getting all the great value that is associated with Asda brand plus something extra.

I introduced a smart phone app that will make the shopping experience less stressful and more interactive, it also keeps the company up to date with modern technology which helps give it an edge. With so many people these days having smart phones and using technology almost constantly the best way to get through to new and existing customers is to tap into that trend and take the brand to them rather than making them come to it. The app keeps track of points on he customer's loyalty card as well as offering personalised offers, a favourites list and barcode scanner for easier shopping and finally a suggested recipe section.