ASDA 19072023

Forget Storm in a Yellow Teacup – Just Essentials by Asda has taken the Gold!

After a whirlwind launch last year, Just Essentials by Asda snapped up the Own Label Brand of The Year award at last week’s Grocer Gold Awards at the Royal Albert Hall.


Designed by OurCreative, Just Essentials broke conventional value cues and shook up the category. Reinventing the visual language for opening price point design with a bold and optimistic new look, setting a strong foundation for Asda’s future growth.


The Grocer Gold awards judges noted that ‘The good-looking, headline-grabbing new range replaced its Smart Price value range after more than 20 years. And it far exceeds its predecessor in terms of design, feel, breadth, and quality.


Following the launch of Just Essentials, OurCreative Managing Director Kim Van Elkan noted that ‘customers are saying that they like the new yellow packaging and that it makes it easy to find budget-busting products’, and she was right. Demand was so high, in fact, that Asda was forced to briefly limit the number of items per shopper after its launch at the end of last year, proving that Just Essentials had standout, even on the bottom shelf.


Joe Wallis, Just Essentials Lead Designer at OurCreative, commented on the win, stating; ‘We’re so chuffed that Just Essentials is getting the recognition it deserves. The redesign came at a time when so many were struggling with their weekly shop, and our new iconic, vibrant design has really redefined what customers expect from an opening price point range. We’re looking forward to what comes next!’