Asda has rolled out a refreshed identity across stores, packaging and advertising, its most significant visual change since 2011.
The green stays, but it is warmer; the wordmark sits in a softer lock-up; and "price" has been pushed to the centre of the system rather than treated as a promotional add-on.
The read
A refresh will not fix a positioning problem on its own. Asda's challenge is share loss to both the discounters below it and a resurgent Sainsbury's and Tesco above it. A clearer, more confident identity helps, but only if the price promise behind it is real.