Elmwood presses new wine logo

Asda is introducing a separate identity for its own-brand wine range. The logo is designed by Elmwood and will eventually be applied to wine bottle labels, point-of-sale material, advertising and promotional literature.

The creation of a separate brand identity, instead of the corporate logotype, aims to give recognition to Asda wines as a bespoke brand.

Elmwood director Tony Gamble says that not having to use the Asda logotype was a bonus: “We couldn’t believe it when [Asda chairman designate] Archie

Norman approved it. We thought we were going to have a real battle on our hands and have to do a lot of research to back it up.”

Elmwood is drawing up guidelines for the marque’s application and is designing new labels for many of Asda’s wines. Other groups will be brought in to help complete the rest of the range.

Barker Oxley & Cook has designed Logic, Asda’s new range of laundry products which replaces the Integra own-brand. The range comprises more than 30 lines.