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Undefined Drum News Yorkshire & Humber

Asda to relaunch SmartPrice with Elmwood


By Ishbel Macleod | PR and social media consultant

November 15, 2011 | 1 min read

Asda has revealed that it is relaunching its SmartPrice range in January, including design work by Elmwood.

As part of the rebrand, there will be a new logo (pictured), simple clear on-pack product photography, traffic light labelling on all food products and a roundel highlighting its NAFNAC (no artificial flavours no artificial colours) credentials.

ASDA said that they will not launch a big ATL campaign for the relaunch, as the ethos of the brand is to put money into the low prices, instead of into advertising.

Simon Eyles, head of private label marketing, said: “We have worked hard to reinvigorate our SmartPrice brand to ensure that economising doesn’t mean compromising on quality or value. To keep our prices low we will never waste money on unnecessary packaging or advertising, and always give our shoppers the very best quality, whatever their budget.”

Undefined Drum News Yorkshire & Humber

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Elmwood is the world’s most effective brand design consultancy. A bold statement, but true. We’ve won more Design Effectiveness Awards than anyone else in the history of the scheme, recognition of our work’s commercial success.Elmwood began as a small, local agency in 1977, and whilst we now have studios in Leeds, London, New York, Singapore, Hong Kong and Melbourne, we’re still very much independent.

We work right across the board from insight and strategy, to creative and design, and can tick off a long list of sectors including retail, government, sport, media, FMCG, B2B and more. Our joint ventures also mean we can offer specialist services in sustainability consulting, industrial design and environmental design.

So that’s Elmwood in a nutshell for you – there’s plenty more at

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