Client Story #4

ASDA Sustainability

Sustainability made simple for ASDA.

When ASDA wanted to pilot their first sustainability store in Middleton, Leeds, Nuttall were the natural partner. Making ASDA’s zero packaging concept come to life required high-impact facings for participating brands. It also involved creating an overall look and feel that clearly signposted ASDA’s sustainability credentials.

Bringing the client’s concept to life.

We connected with ASDA’s design team to understand the project objectives. These were to deliver:

  • a high-impact pilot concept in line with the company’s CSR commitments

  • a design with strong visual appeal that would fulfil a long list of practical usability requirements

  • something that could be seamlessly rolled out to additional stores

Working in collaboration, we were able to take conceptual ideas and turn them into workable designs, creating visuals and then building prototypes. Assembled in the display and test space at ASDA HQ, it enabled the design team to assess the scheme for impact and compliance – allowing for feedback and alterations to be made ahead of installation.

A smart approach to source sustainable materials.

Within the commercial parameters of the brief, our team did an exhaustive search to identify appropriate materials. The final scheme incorporated an ingenious counter-top manufactured from recycled yoghurt pots, panelling made from old coat hangers, sustainably sourced cotton and forestry commission-approved timber. The materials brief represented genuine innovation for both ASDA and our own team. We quickly learned to work with new substrates, to produce high-impact, high quality results.

Outstanding results with great press for ASDA.

This project was progressed from brief to finished scheme in just three months. It was extremely well received by the client, ASDA’s customers and the press. ASDA are now looking at a longer-term roll out.

The success was due to the project keeping truly focussed on the sustainable shopping message that sat at the heart of the brief. Sourcing the right materials, required an open-minded and tenacious approach that really paid dividends and we were excited to build capability in new-to-market materials. Together, ASDA and Nuttall are embracing the fact that sustainability will be a key driver for progressive retail in the months and years to come.

The trusted expertise you can rely on.


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