A case study in range branding: How we helped Asda craft their new range of Exceptional wines
Exceptional by Asda is their new own-brand range set to elevate the supermarket’s premium tier offering. The Exceptional range combines the best quality products curated by experts with a wide range of mouth-watering products and everyday treats.
Asda’s sophisticated new brand aims to champion taste whilst providing shoppers with the very best quality. The Exceptional brand was launched across multiple categories, with over 500 products included in the range – each with its own story to tell.
60+
different bottles and label designs across the new Exceptional range of premium tier wines
Barlow & Co. were tasked with applying the new Exceptional branding to the range of over 60 different wines from Asda’s premium tier.
Previously branded as Asda ‘Extra Special’, many of the wines in the range were designed with a consistent colour palette and typographic style, and as a result were lacking the standout, visual diversity and quality cues that the wines deserved.
From capsule to crest,
the Finest branding is
an indication of quality.
Barlow & Co. created the new rosette was created as a new version of the Exceptional branding, unique and exclusive to the wine category.
The rosette sits separate to and proudly above the labels as a recognisable symbol for shoppers, as well as an endorsement of quality. By evoking many of wine’s popular motifs – medals, seals, and crests – it fits in with a wide variety of wine styles, from classic Old World favourites to contemporary New World wines.
From capsule to crest,
the Finest branding is
an indication of quality.
In addition to creating the new Exceptional brand for wine, Barlow & Co. were asked to evolve and redesign the existing labels for improved standout and better category cues.
Existing wines were evolved and redesigned…
There were also a number of new wines that were launching into the Exceptional range. Barlow & Co. worked closely with the (buying?) team at Asda to create and develop eye-catching new label concepts that would expand the range into new regions, including Sicily, Austria and
What we did
— Comprehensive range audit
— Brand design
— Creative label concepts
— Artwork and production
Working closely with expert print partners, each bottle has been crafted to feel Exceptional on-shelf and in-hand. (Rewite – ask Emma).
Each label was adapted to fit with the new Exceptional rosette and make maximum use of available bottle space. Barlow & Co. crafted the typography of each label to add authentic character and illustration was adapted and redrawn where necessary for
As well as the gold foil of the Exceptional rosette, additional print finishes were used to add detail and a premium in-hand experience. New capsule colours were chosen to complement the label designs or the wine category.
What we did
— Comprehensive range audit
— Brand design and assets
— Creative label concepts
— Artwork and production
Before and after – Exceptional Fiano
Before and after – Exceptional Malbec
“The launch of our new premium brand, Exceptional, marks an exciting time for Asda’s own-brand offering. We’ve developed a range which offers customers something they’ll feel really proud to put on the dinner table – these products ooze quality and celebrate the very best of Own Brand, with taste at their heart.”
Sam Dickson, VP Commercial Strategy, Own Brand at Asda
More case studies
-
![]()
How we helped The Drinks Trust create positive ripples in water
-
![Brand design for McGuigan Zero wines – the UK’s number one non-alcoholic still wine]()
Proudly McGuigan, globally recognisable, unashamedly alcohol-free
-
![]()
Creating a contemporary identity for Bluebell Vineyard Estates
-
![]()
Evolving Blackwoods Gin & Vodka - spirits with a Scottish accent
-
![IGO organic rosé wine]()
Creating the first canned Spanish rosé for Pol Roger
-
![PepperBox case study]()
How we created a new wine brand with cracking flavour
-
![Tesco Finest case study]()
Giving Tesco Finest wines a hallmark of quality
-
![The Wine Society case study]()
How we created a textbook range for The Wine Society
-
![Journey's End case study]()
How we gave Journey’s End a unique identity across their range
