Asda is embarking on a major rebranding exercise that will see the Wal-Mart name incorporated on carrier bags, till receipts, and lorries for the first time.
The phrase “part of the Wal-Mart family” is to appear below the Asda name, in the strong blue colour associated with the supermarket’s US holding company, on bags and lorries.
The Wal-Mart blue has been carried through to the Asda Price logo, which appears at point of purchase and on lorries and bags.
Asda is also changing the line “Permanently low prices” to Wal-Mart’s own strapline: “Always low prices”.
Store fascias will be updated with the new, vivid green Asda logo, but they will not carry any reference to the Wal-Mart brand.
The rebranding exercise has been carried out by design and marketing company the Gratterpalm Group.
The influence of Wal-Mart has been creeping into the Asda brand since the chain was bought by Wal-Mart in June 1999.
Asda’s largest store format has been renamed Asda Wal-Mart Supercentre, and a number of Wal-Mart own label brands including the Great Value food range, Kids Connection toy range and an electrical products range called Durabrand have been introduced.