WPA Pinfold



Asda desserts category redesign



Sumptuous, emotive packaging

Frozen desserts is an important category for Asda and the freezer cabinets pose a big challenge for designers. We radically refreshed the packaging range and created massive appetite appeal through meticulously directed, mouth-watering photography, and the carefully crafted typography perfectly complements the premium look and feel.

The range impact has been huge, with better customer navigation across the tiers and the strong, impactful design has overcome the presentation and visibility issues of the frozen category.

The new designs across frozen desserts are absolutely fantastic, a real step on. The whole design and on pack photography shouts about the quality credentials of the products and the messaging on pack is very clear.”

Senior Food Product Development & Testing Manager