In 2018, AWG approached us to redesign their value brand, Always Save. The brief was to fully modernize the look and feel of the brand but to keep some of the brand’s iconic elements prevalent. 

The final result incorporated the classic yellow, improved imagery and category-specific cues. This way we ensured that consumers could navigate through the portfolio’s range of over 500 items. 

To make the brand ‘campaignable’ we also proposed the catchphrase ‘Always Save, Always Smile’ with great success. It’s modern, powerful and unique.