In a crowded and competitive marketplace, Asda’s much-loved baby private brand Little Angels had become outdated, outgrowing its existing graphical toolkit, losing credibility, consistency, and brand ownership. With a loyal following of existing customers, the brand was fast losing market share as it struggled to gain trust and attract new parents to the brand.

The agency Our Creative was challenged was to create a stronger brand positioning and graphic ownership, whilst also allowing controlled flex to be appropriate across various product categories from feeding to bath toys and everything in-between.