Asos.com is an online fashion retail brand with a strong personality and a loyal following. It has enjoyed year on year growth since its conception. However, moving into their exciting next phase of expansion, asos.com needed a fresh identity with which to re-position the business on the global stage. Household’s challenge was to give the brand identity an overhaul across multiple communication platforms, from logo to labelling to packaging and through ongoing communication of events to stakeholders as well as customers.
Branding
We set out to deliver a consistent and relevant brand identity that would tie together the different asos.com touch points into a holistic customer experience. We created an identity built upon the concept of ‘putting the spirit back in fashion’
Along with the logo we recommended familiar typefaces set in an unfamiliar way, a typographic style ownable to asos.com, which would sit across the key brand touch points. The contrast of the tightly set characters in the logo and the open typographic style affords pace and edge that is particular to the asos.com experience.
Tangible brand assets
The labelling was designed to create consistency through various ranges and categories, whilst allowing the various sub-brands to appeal to different customer mindsets. In this instance, the packaging is the most tangible part of the experience for the customer. Whether they are spending £10 or £250, the box and packaging must feel consistently special. Style guides and bundle gifts are just some of the key points of engagement we developed.
Tone of voice/ campaign
We developed a tone of voice that captured the brands’ irreverent, spirited personality, engaging the customer in a very asos.com conversation. As part of the solution, we created a set of easy to use and inspirational guidelines to ensure consistency across channels. A recent example of ongoing campaign work is ‘Christmas in July’ – a press launch Household created together with asos.com. The communication included gift packaging, Christmas cards and an on-line advent calendar, all with a modern asos.com twist on Christmas.
Since creating the brand identity and tone of voice guidelines for asos.com, Household has continued to work in partnership with the creative teams across channels and across audiences, from stakeholder, to media, to customer.
Asos.com has benefited from working with Household, a smaller, more nimble agency, able to respond flexibly, and with maximum creativity to a variety of projects that cross boundaries.
“We immediately selected Household for their spirit, energy and creative pace, in short, they captured the essence of the brand and demonstrated its future potential”
Matt Setchell, Creative Director
