Strategy, Concept & Design for ASDA
Reducing waste is becoming increasingly crucial. When ASDA decided to introduce its first trial store focused on sustainability, they sought our assistance in developing its strategy, concept, and design. The ideas implemented during this trial would later be expanded nationwide. We explored ways to empower customers to make more eco-friendly choices, including reducing waste and plastic usage, improving recycling options, and introducing self-service refill stations. However, we also needed to find methods to motivate a change in consumer behavior, as breaking established habits is challenging. While many people desire to be more sustainable, they often perceive it as difficult to change their long-standing routines. Thus, our primary challenge was addressing human nature and the reluctance to adapt. The enormity of environmental issues can leave individuals feeling powerless; however, collective small actions can accumulate to make a significant impact. Research indicated that waste reduction was seen as an attainable goal for many, leading us to adopt this as our primary focus. We developed a campaign called 'LET’S CUT OUT WASTE,' encouraging everyone to take simple actions that contribute to a common cause. To convey our message effectively, we designed a distinct visual identity that diverged from typical sustainability campaigns and integrated it across all customer interactions. The campaign was awarded 'Best Retail Campaign' at Prolific North's Marketing Awards 2021.