After Asda split from Walmart, the company was looking to create a brand that would span across multiple categories. The company found a new opportunity to highlight its uniqueness with “a new exclusive toy brand.”
Asda’s new brand, Hapello, is a combination of two words, “happy” and “Hello.” The brand name stands for positivity, playfulness and cheerfulness. The brand focuses on different age groups and categories.
“Being a complex category stretching across different ranges and different ages, we created a comprehensive set of brand guidelines to ensure the various suppliers could comfortably apply the new design to the products, providing rules for all graphical elements and detailed instructions about how to build a pack.”
Hapello teamed up with OurCreative, a Leeds-based branding agency, to create branding and packaging that would highlight the playful aspect of the brand. The design agency used color palettes, photographs and geometric illustrations on the packaging that can easily attract customers of every age.
“The warm primary color palette combined with the geometric ‘blocks’ of the logo create a modern playful identity. These ‘blocks’ are used to create age and range appropriate patterns, graphical elements, iconography and characters allowing for cohesive flexibility across categories.”