ASDA
How do you make mid-tier memorable?
Challenge
Hero (dog) and Tiger (cat) are ASDA's mid-tier pet food brands, fighting for attention between premium competitors and value offers. These brands play an important role in ASDA's wider ambition to position their own label ranges as a destination for shoppers and a beacon of their expertise.
The team wanted a new visual identity… one with a stronger shelf presence and a deeper emotional connection with pet parents.
Solution
We reimagined Hero and Tiger with more playful personalities. Each brand was given its own distinctive character, drawing inspiration from the innate characteristics of both cats’ and dogs’. We further lifted the aesthetic with a brighter colour palette, more ownable font, expressive graphics and a spirited tone of voice.
The result is two brands bursting with affection and charm, confidently celebrating the special bond between owners and pets, while aligning more closely to ASDA's warm and welcoming masterbrand.
Impact
Hero and Tiger now integrate confidently into ASDA’s own label portfolio, bringing a cheerful optimism to the pet aisle.
The refreshed identity has elevated quality perceptions, improved shopability and created stronger standout on shelf... helping ASDA build a more distinctive own-label offer that shoppers can trust.
