Asos

Rebranding to create a global online fashion power house

In 2007, after 10 years in business, ASOS wanted its brand to reflect the company’s growth into international markets and appeal to men, women and kids. ASOS selected Household to position and rebrand the company as the online fashion retailer of choice, and bring its fashion credentials to life across all touchpoints.

ASOS brand identity, labelling and packaging design by Household.

Positioning ASOS as a ‘discovery destination’

Household developed a 360° customer experience strategy that charted the experience journey: receiving the magazine, logging on to the website, the point of delivery and how the brand should make customers feel.

ASOS slogan 'putting the spirit back into fashion', brand identity, labelling and packaging design by Household.

We created a new brand vision for ASOS, ‘putting the spirit back into fashion’, which was designed to reveal the colourful traits of the brand. It allows ASOS to change in a chameleon-like way, but remain true to its core and maintain brand longevity.

ASOS logo, brand identity, labelling and packaging design by Household.

Flexible and comprehensive new identity system

ASOS magazine, brand identity, labelling and packaging design by Household.

The typographic style explores the contrast of the tightly set characters in the logo and affords pace and edge that is particular to the ASOS experience.

ASOS model, brand identity, labelling and packaging design by Household.
ASOS poster at the train station, brand identity, labelling and packaging design by Household.
ASOS exchange and returns manual, brand identity, labelling and packaging design by Household.

We designed a flexible and comprehensive new identity system for the brand to convey ASOS’s exciting new vision. The new design system is used across marketing, sales and product, for online and offline.

ASOS app user interface, brand identity, labelling and packaging design by Household.
ASOS logo branded on clothing tags, brand identity, labelling and packaging design by Household.
ASOS logo branded on van, brand identity, labelling and packaging design by Household.
Results

‘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, Head of Creative