Design solution inspired by foods all around the world

A tasty new offering to chilled food as part of a wider cross category design refresh.

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conecpts food packaging Asda tapas

Asda’s new mid-tier tapas range was to launch in 2022 as part of a broader cross-category design refresh. As a new tasty offering to chilled, it was an opportunity to showcase a brand new creative look and feel to an entire range of 50+ skus. Spanning across multiple continental cuisines, the design strategy and solution needed to work across varying pack formats and represent tapas inspired from different origins.

With this being a brand new range for Asda, and in a fast approaching saturated ready-to-eat tapas market, the design needed to standout on the shelf. Not only in Asda stores but to encourage and convert new customers to shop at Asda.

The overall design solution was inspired by street food from around the world, with bold and bright colours, a hand drawn looking, punchy typeface and chalk board inspired playful illustrations to represent the vibrant ingredients and flavours.

The results?

50+ new products, all varying pack formats launched into Asda in 2022. The deliciously designed range is easily identifiable while remaining part of a delicious cohesive tapas range.

The Ride Shotgun team quickly understood our brief to not only drive a visual step change in this category to gain stand out across the market, but also to execute this in a way that truly reflects the Asda personality and our evolving brand.

ASDA , Tony Hornby, Packaging Design Specialist

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