Client Asda
Year 2024/2025
Overview
Our collaboration with Asda began in 2024 to support the launch of their new premium own brand range, Exceptional. Containing around 450 SKUs, the range spans across nearly every category – with products also launching throughout the seasons and for key occasions.
Rivendell creates artwork for a broad network of suppliers and printers, covering a vast array of print processes and pack formats. The designs also feature rich product photography, which is carefully retouched in-house at Rivendell. This also includes colour correction and background clean-up, removing unwanted tones to ensure consistency across all packaging types. Maintaining the signature look with deep shadows and bold contrast presents a rewarding creative challenge, especially when balancing colour integrity across formats.
The Result
With its emerald-green backdrop, dark, dramatic photography, and a bold gold-foiled “E”, the Exceptional range has landed on shelf with immediate visual impact. We’re incredibly proud of the role Rivendell has played in bringing this premium identity to life.
By working closely with the client and design agency, we ensured consistent execution across categories, formats and suppliers. Our team managed legal and creative copy, coordinated feedback from multiple stakeholders, and provided press-ready proofs for accurate colour matching – all while overseeing the end-to-end artwork lifecycle on a rapidly growing SKU count.
Exceptional by name, exceptional by nature – and we’re excited to see where the range grows next.
