Brand design is once again thrust into the spotlight as ASDA commits to a bold new look for their basics range. 

Retail giant ASDA recently rebranded their Just Essentials range, which has been met with some controversy over the past month. Opting for bright yellow with a bold black font, some consumers say the indiscreet design acts as a ‘poverty marker’, drawing attention to the economic situation of those choosing the products.

This controversy reiterates the importance of customer perception before commiting to a substantial change in your branding. Although yellow is a bright colour, often associated with joy and happiness, for some the yellow used will have negative connotations; the association to discounted food stickers and fast food. However it is important to note that there have been differing opinions on the rebrand, with some stating that the new design means consumers can find products quickly on the shelf. The simple design will also need minimal refreshing and reprinting, which reduces cost of production, helping to keep the price low for consumers. 

Although the Just Essentials range is providing a lifeline for families dealing with the rising cost of living, as a brand you will maintain the loyalty of your customers if you provide for their needs, whilst making them feel comfortable. It’s a hard task to design a product range that stands out but simultaneously doesn’t draw attention. What do you think of ASDA’s Just Essentials rebrand?