Honest Graft
Asda Own Brand PBA

CLIENT:

Marston’s Beer Company

BRIEF:

Concepts, Brand Development and Suite Design for a tertiary ASDA own label PBA brand.

RESPONSE:

Presented eight potential names for a ‘new tertiary brand’ which was narrowed down to two to develop creative routes, before one was chosen.

Honest Graft – A gentle nod to the demographic of the ASDA customer, ‘modest means’ and ‘striving families’. Talking in their language, the word ‘honest’ softens the undertones of the ‘working class hero’ – tapping in to the spirit of the ASDA customer. The beer becomes the treat after ‘grafting hard at work all week’.

Initial research showed that shoppers of beer in supermarkets are largely (but not exclusively) females shopping for their partners who make their purchases based on beer types, i.e. ‘I know ‘he’ likes Amber ales… maybe he’d like this one’. Therefore ‘beer type’ had to be front and centre.

The juxtaposition of ‘gritty’ industrial imagery from a bygone era, bright, contemporary colours and bold typography serve to give the beers real shelf presence… demanding to be picked up and explored further.