Primary Assets are at the heart of a brand. These include the EBU and word mark, specific colors, shapes and patterns (or other distinctive graphic language), and typography.
Secondary Assets are used to define tiers, pillars and variants, and help achieve consistency and memeorability in communication initiatives (these might be derived from pack design or remain specific to comms).
Tertiary Assets help achieve consistency in tactical messages, as well as in claims and functional communications.
This case study refers to the re-application of design principles to the Dawn and Cascade brand in the US, which have been initially developped for the Fairy brand in Europe
