Asda relies on in-house talent for Fresh ideas

Asda Fresh local community stores are being developed without the services of a lead design consultancy.

The Wal-Mart owned supermarket plans to launch 50 Asda Fresh stores worth £75m (DW 19 November). The retailer is using its in-house design team to create 80 per cent of the design work.

According to Asda general design manager Susan Robinson, the bulk of the work will be done by the design team with assistance from its rostered design consultancies,” says Robinson.

Silk Pierce is developing graphics and the concepts for the Takeaway World food area. Jeff Parker is producing illustrations for the stores and Omega Signs is partnering Butterfiled Signs for the signage.

The five-strong innovation design team is distinct from the Asda brand design team headed by Carol Turner.

Meanwhile, fromer Asda design and development director Dana Armstrong has launched Dreamin’, a retail brand consultancy based in Leeds.

Armstrong is to be retained by Asda to oversee the company’s long-term “Stone of the Future” project.