A Playful and Modern Design for Asda’s Pet Food

Amidst the pet sector, Asda transformed its pet food packaging, introducing the Hero for dogs and Tiger for cats lines. Collaborating with STORMBRANDS, Asda sought to shed stereotypes and capture a new era of pet ‘parenthood’ by embodying the deep connection between humans and their furry companions. STORMBRANDS’ creative approach, featuring striking photography and a soft, friendly marque, beautifully emphasizes the shared joy and anticipation during feeding moments. The packaging not only navigates shoppers through a cluttered market but also challenges perceptions, positioning Asda’s own brand as a credible and nutritious choice.


As the pet sector booms and own-brand leaves behind its budget connotations, Asda has relaunched its pet food ranges – Hero for dogs, Tiger for cats – with a bold, playful look and feel. 

The retailer enlisted branding, design and communications agency STORMBRANDS to refresh and modernise its pet brand offerings in the face of increasing competition, whilst better reflecting Asda’s brand purpose: ‘Providing brighter living within everyone’s reach.’


STORMBRANDS found there’d been a consumer shift from pet ‘ownership’ to pet ‘parenthood’, driving a new level of care for our animals, who are felt to be family members. The agency’s creative approach dramatises the unspoken connection between us and our furry friends. We understand their needs and they understand ours. Particularly the curiosity and excitement that surrounds feeding time – wide eyes and expressive faces that somehow always appear just at the right time. 

Through striking and playful photography, STORMBRANDS brings the moment our pets understand it’s time for food to the forefront of the brand, teamed with a soft and friendly marque that echoes how our pets will squeeze into any nook and cranny to get to their meal. Softer brand colours mirror the incumbent design, but have been modernised to appeal to younger pet parents. A friendly, playful and reassuring tone of voice conveys the closeness between us and our pets, executed in an emotive typeface. 


The category as a whole was found to be busy and confusing, so this tension had to be resolved. Now, a meticulously considered brand architecture aids shopper navigation through a clear hierarchy of communication, consistent colour coding and life-stage signposting. The rebrand has been designed to change customers’ perceptions of an own-brand retail pet-food range, so they can see Asda’s offering can be just as credible and nutritious as branded competitors.

STORMBRANDS unified both Hero and Tiger brands to feel succinct and harmonious, whilst still having distinct and flexible elements that work independently across the animal types. As well as finalising the design for all lines across the range, the agency created packaging and brand guidelines to steer its future, plus point-of-sale activation and comms stimulus. All the work embraces the brighter, joyful aspect of Asda by tapping into current consumer trends, creating engagement through modernisation and simplification.


“We wanted to make sure this work delivers against what we’re famous for: energising brands to move mindsets, markets and culture,” said Zoe Phillipson, STORMBRANDS’ Creative Director.

“We’re excited to see how the new range can change current consumer shopping habits and perceptions of own-label offerings by capturing ‘swing shoppers’ and creating a destination brand for Asda.”

Justine Jackson-Hickling, Head of Own Brand Design at Asda, said: “STORMBRANDS’ response to reposition and redesign our much-loved Tiger and Hero pet brands was spot on from the very beginning. The clarity of thinking and clear rationale they demonstrated throughout their work was invaluable, particularly given the complexity of the category and range. Their bold and brave thinking really pushed us to see the true potential of these much-loved brands. They have defined a strong, modern and relatable identity for Tiger and Hero that allows us to continue to build strength across our portfolio of own brands.” 

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