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.
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.
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.