Asda’s Tickled Pink campaign is the longest running UK corporate charity partnership, raising over £71 million to date for world-class research, life-changing support and vital breast awareness information to help change the future of breast cancer in the UK.
To coincide with the campaign’s 25th anniversary, Creative Race were tasked with refreshing the brand and I was commissioned to help craft the ‘Pink’ wordmark.
A key part of the brief was to incorporate the well known breast cancer ribbon into the ‘P’. Various iterations were created to find the right interpretation of ribbon while retaining a readable ‘P’. And also exploring how far the suggestion of a ribbon could be carried throughout the rest of the wordmark.