Building a logistics brand from scratch for Asda
toyou is an in-store logistics and delivery service that is exclusive to Asda. The service allows shoppers to effortlessly collect and return deliveries from some of the largest ecommerce retailers in the UK.
The challenge
When we were approached by Asda, toyou was little more than an idea. Partnering with Asda at such an early stage meant there was a lot of ground to cover, including thinking of a name for the service, securing digital brand assets (including a suitable branded domain name), creating an impactful visual identity, and rolling the brand out across Asda stores nationwide.
The solution
We wanted to create a brand that emphasised Asda’s commitment to customer service, and eventually settled on ‘toyou’. We felt this highlighted the modern nature of the brand – logistics with a twist – while emphasising the service’s simplicity to use.
We developed the brand, which encompassed a corporate identity, vehicle branding, packaging design, collection centre design, and online presence. To ensure cohesion across the entirety of Asda’s business, we also developed a brand book and guidelines for the brand, which acts as a central source of truth for everything related to the toyou visual identity.
