BRIEF
Develop a brand world for Asda's own-brand lager that makes it the alcoholic beverage to be seen with this summer for 18-30 year-olds.
RESPONSE
Young people should feel free to express their individuality, so I used thermochromic-painted cans to allow them to 'make their mark'. This new mechanic introduces interactivity to the product and creates a platform for social progression.
![](https://freight.cargo.site/t/original/i/df3c628b256a770460133aebc5662caffb93aa5bda9a9759e79cb216d7852791/oddity2.jpg)
![](https://freight.cargo.site/t/original/i/4a6f5f9b651576908dbf9d0178fb48ef55b5b8d1c150bdf9fa616f84314c0f5c/oddity.png)
![](https://freight.cargo.site/t/original/i/9e83e48369a5ecd91fc9dd44be91081db7a39d657691a0fd0088f41d1145a7e2/oddity2.png)
![](https://freight.cargo.site/t/original/i/a342515de2b6e5ea9124b8ec34d021a66b3b98d3965a6e94ed436ba45123a169/oddity6.jpg)
ODDFEST
ASDA will promote the refreshed brand identity at ODDFEST, a festival featuring artists from varying backgrounds of race, ability and gender. Attendees will receive heat-reactive t-shirts, encouraging people to hug each other and spread love.
![](https://freight.cargo.site/t/original/i/4c9f71c6642e794ac3691ad78985abdbf59253c8e2f7f1831893390e66d92cbf/oddity_122.png)
![](https://freight.cargo.site/t/original/i/a487edd548f1f3bceb967c85abb8fef85935f317aeb0a13c95d6a50c4f15cc6b/oddity3.png)
![](https://freight.cargo.site/t/original/i/d49f6ec5f47c661d79c7bffd2321a8b29432b8ed18c4ba961ec72cf46d4e3667/oddity_12.png)