Retail Design & Branding Asda Hypermarkets
We build hypermarket brand strategies and environments.
Innovative. Creative. Experiences.
A hypermarket retail concept in Milton Keynes, England, featuring interior design, brand strategy, marketing communications, and graphics.
CampbellRigg partnered with ASDA (formerly part of Walmart Group) to develop a bespoke hypermarket retail design and branding solution for a flagship hypermarket in Milton Keynes, England. This project united strategic brand positioning with interior design, visual communications and immersive retail experiences that strengthen shopper engagement and commercial outcomes.
Consumers continually ask: "What's in it for me?"
The answer: "Expect more and pay less."The solution to ASDA's marketing strategy of "Always low prices" was found in a partial quote from
Shakespeare. "More for you"
The Challenge:
ASDA wanted to evolve its hypermarket retail environment to communicate consistent value, reinforce its identity as a low‑price leader, and improve the overall shopping experience. The goal was to go beyond price messaging and create a richer brand narrative through in‑store environment design and communications.
"More for you at ASDA Price!" A new marketing strategy was born.
We focused on the benefit of shopping at ASDA. Values associated with stewardship of the land, the seasons of
agricultural production, community and low prices.
The Asda Price promotion strategy is built around offering consistent value, reinforcing its image as a low-cost leader. Through various tactics like rollbacks, everyday low prices, the Asda Price Guarantee, and targeted promotions, the brand consistently delivers value-focused marketing that appeals to budget-conscious consumers. This approach not only attracts price-sensitive shoppers but also fosters long-term loyalty by ensuring customers feel they are always getting the best deal.
Asda follows an EDLP strategy, meaning that they focus on keeping prices low across a broad range of essential products on a consistent basis, instead of relying solely on temporary promotions.
The ASDA marketing team wanted to bring to life their EDLP price promotion message that differentiated ASDA from its UK competitors. Our team of experienced branding experts set about developing the following communications strategy.
The solution to the one-dimension proposition problem of communicating ASDA price was found in a three-dimensional approach to communicating benefits. Such as the values associated with stewardship of the land, the relationship of seasons to agricultural production, the farmer, the individual and the community offered a surprising array of marketing opportunities.
The “More” concept emerged due to the following reasons. Consumers continually ask, “What’s in it for me?” The answer is “More for you”. Expect more and pay less. By being more contemporary and more confident, management grasped the success in delivering on an expectation of more. "More for you at ASDA Price!”
The concept then took shape: More local, More fresh, More healthy, More caring and More committed. Why was the “More” concept relevant?
More local – ASDA source more local produce within 15 miles of their stores than any other supermarket.
More fresh – ASDA committed to reducing the amount of GM food; More healthy – ASDA food pledge aims to reduce fat, salt and sugar levels in ASDA brand products.
More caring – ASDA put their customers, the community and the environment first.
More committed – 60% of all waste recycled and we’re working on the other 40%; More freshness – The time it takes to get food to the stores has reduced by sourcing more British food where possible.
Once the strategy had been agreed our team of creatives set about visualising the message and creating the communications suite.
Key Objectives:
Clarify customer navigation and improve circulation
Communicate ASDA’s brand value proposition beyond price
Strengthen signage and merchandising consistency
Deliver a scalable approach for hypermarket rollouts
Brand Positioning & Narrative:
We reframed ASDA’s everyday low‑price message into a compelling shopper benefit: “More for you at ASDA Price!” This narrative expanded to include meaning‑driven brand values such as local sourcing, fresh food focus, healthier options, community commitment and sustainability.
Retail Environment Strategy.
- Interior & Visual Design: Zone‑based layouts that guide customers intuitively through departments.
- Signage & Wayfinding: Clear, consistent navigation systems enhance ease and encourage exploration.
- Brand Communication Systems: A cohesive suite of POS graphics, departmental messaging and thematic cues.
- Parking & Entry Branding: Exterior activation extends the brand story from arrival through in‑store pathways.
Visual Identity Execution.
Our creative team delivered an integrated branding toolkit including:
• Store signage concepts aligned to shopper behaviour
• Department graphics for produce, wine, health & beauty
• Branded POS and navigation touchpoints throughout the hypermarket
• Exterior messaging and car park wayfinding to frame the customer journey
Our Four-Step Process:
1. Book a consultation call for free
2. Co-create a bespoke brief
3. We execute the creative work fast
4. You see sales, brand loyalty and market share uplift
Ready to Transform Your Supermarket Performance?
Schedule a free consultation with CampbellRigg’s retail branding and design experts to make every square metre work harder.
Cost-Effective Excellence:
Our pricing structure is highly competitive, offering exceptional value without compromising on quality or creativity.
Rapid Execution:
We move fast. From concept to implementation, our agile team ensures your project is delivered on time and to the highest standards.
Multidisciplinary Expertise:
Our team brings together seasoned brand strategists, architects, interior designers, and graphic designers, collaborating to create seamless, end-to-end brand environments.
Global Reach, Local Insight:
With successful projects delivered across Europe, the Middle East, and Asia, we combine international experience with local market understanding.
Scalable Project Delivery:
Whether it's a flagship hypermarket store, a metropolitan city supermarket or convenience store, we manage and execute projects of all sizes, efficiently and effectively.
Proven Track Record:
Our designs evolve branch networks from purely transactional spaces into experiential, relationship-focused brand environments, enhancing engagement, elevating customer experience, and driving tangible business results.
Full-Service Creative Agency:
From rebranding and marketing campaigns to spatial design and rollout, we provide an integrated service tailored to your goals.
