With little recognition and understanding in their main market, Mackays wanted to reposition their offering and create greater brand awareness in the budget fashion sector.

ASHA overhauled the brand identity uniting its eight sub-brands under the store’s premium line brand, M&Co, and repositioned the brand along fashion lines, whilst retaining its ‘value’ credentials.
The bold new identity has been rolled out across 300 UK stores and includes a revamp of in-store signage, ticketing, bags and vouchers. ASHA’s photographic approach for advertising and branding has proved a huge success, increasing awareness and achieving a record number of enquiries and an upward growth in sales figures.