WPA Pinfold



Food to Go category repositioning



£3 million

in first week of sales

Designs that grab your eye and go for your heart

We rebranded and repositioned the Asda Food to Go offer in response to increasing competition across the retail sector and an overall market growth of 7%.

Freshness and provenance are key drivers for the design thinking, which in turn delivers a quality perception. We created an engaging, fresh and honest design style through the use of crafted illustrations, hand-drawn icons and letterpress style fonts. A palette of natural colours was also devised to help navigation and further enhance appetite appeal.

We’ve had a great response, not only on the product but also the packaging itself. Since launching the range change we have had consistently positive feedback on the step up in packaging design and the impact this has on shelf.”

Senior Product Development Manager