We approached this project through a single insight - that the relationship between pets and those who care for them has evolved from one of ownership to one of parenthood. So, in a busy and confusing category, our brief was clear: modernise and unify Asda’s Hero & Tiger brands and celebrate that natural, instinctive bond.

Our creative approach dramatised the unspoken connection between us and our pets. We understand their needs and they understand ours. Particularly the curiosity and excitement that surrounds feeding time - wide eyes and expressive faces that somehow always appear just at the right time. Both brands captured that sentiment on pack through their distinctive illustrated logos and emotive photography styles, coupled with a tone of voice all of their own.

The mark of success of any own brand is whether it can stand up against competing brands at shelf. We created a contemporary new identity and made it work across a range with over 80 products in multiple formats. That made a confusing category reassuringly easy to shop and helped bring Asda’s promise of ‘Brighter Living Within Everyone’s Reach’ to life.