Asos.com is an online fashion retail brand with 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 for 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.
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 customers. 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 developed.
Tone of voice/ campaign
We developed a tone of voice that captured the brands’ irreverent, spirited personality. Easy to use and inspirational guidelines were created to ensure consistency across channels.
Asos grows from strength to strength, with sales up 107% and number of active online shoppers jumping 95% in 2008.
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
