Asda has revealed that it is relaunching its SmartPrice range in January, including design work by Elmwood.

As part of the rebrand, there will be a new logo (pictured), simple clear on-pack product photography, traffic light labelling on all food products and a roundel highlighting its NAFNAC (no artificial flavours no artificial colours) credentials.

ASDA said that they will not launch a big ATL campaign for the relaunch, as the ethos of the brand is to put money into the low prices, instead of into advertising.

Simon Eyles, head of private label marketing, said: “We have worked hard to reinvigorate our SmartPrice brand to ensure that economising doesn’t mean compromising on quality or value. To keep our prices low we will never waste money on unnecessary packaging or advertising, and always give our shoppers the very best quality, whatever their budget.”